Change of Flight - Disgusting!

I can't believe Kulula want to charge almost the equivalent of a whole new ticket to move a flight from an afternoon flight to a morning flight!!! I can understand if this was on the same day as the seat might not get filled but 3 weeks in advance is ****************!!! Disgusting customer experience!! You need to understand that circumstances change for people and and it costs nothing to change a flight details but yet you rip people off!!