> They're giving everyone their next hit.

More like trying to prevent people from moving off of them.

The only people that these companies are really trying to limit are the tokenmaxxers on flat rate plans and enterprises on flat rate plans that are cheating and should be on the API plan.

For everybody else, it's way better to reset their quotas if you have the capacity. If you cut someone off, they're likely to either associate your brand with being unreliable or go try a different tool. Both outcomes are going to cost you money.