It is all about supply and demand. For now, they are still trying to squeeze the lemon with ever more creative ways of keeping cost low.
But eventually even CPAs are up for renegotiation. Majors can then decided to do it themselves, cut service altogether or pay more (and pass it on to customers). This is no different than rising oil prices. Eventually it will be passed on to customers. It is just more immediate because OPEC doesn't care about flows or preferential interviews.