The folks on Reddit pointed something out. The packages didn't go away, they got renamed. If you go on the DirecTV Now website and Sign Up, click on "See More Packages" you get the full list.
Plus $50/mo 40+ channels
Max $70/mo 50+ channels
Entertainment $93/mo 65+ channels (Formerly Live a Little $35/mo)
Choice $110/mo 85+ channels (Formerly Just Right $50/mo)
Xtra $124/mo 105+ channels (Formerly Go Big $60/mo ($35/mo early adopters))
Ultimate $135/mo 125+ channels (Formerly Gotta Have It! $70/mo)
Optimo Mas $86/mo 90+ channels (Formerly Todo Y Mas $55/mo)
So from a different perspective, you actually save with the $10 increase.
Live a Little saves $43/mo
Just Right saves $45/mo
Go Big saves $49/mo
Go Big Early Birds save $74/mo
Gotta Have It! saves $50/mo
Channel Comparisons
https://cdn.directv.com/content/dam/dtv/gmott/html/dynamic_channels/compare-packages-account-dbs.html