For what it's worth, Shannon is headed in the right direction, but I dont think it was implemented (maybe just communicated) properly. In order to foster growth in the sport, the governing body needs to have cash flow, in and out. Running on borrowed time is not scalable.
However, if a shooter is required to have a PRS membership to shoot a match, the match needs to be hosted by the PRS, not just a PRS sanctioned match.
Hosted: PRS supplies the upfront cash and people to run the match
Sanctioned: PRS gives official permission or approval for the match to count towards PRS points/rankings
If the PRS wants to host a match, then they certainly have every right to require a membership.
If a range runs a PRS Sanctioned match, then I agree that there should be an extra cost and/or priority registration for PRS members, but dont limit it to just members.
The problem this initially brought up wasn't the cost of a membership (we can all agree $40 is not much money for this sport), but the fact that this rule would limit matches for non-members. If matches are still going to be run independently by the ranges, but PRS tries to force the membership rule, either the range, shooters, or PRS will be negatively impacted.
Admittedly, this is an extremely simplified explanation of the dilemma here, but I think it touches on the main points.