Absolutely. And those limits + changes to them piss off a lot of users. There's a rock of they need to show adoption + usage while having to put limits on everything that pisses off users.

And there's a hard place that everyone freaks out at API prices and on-demand Opex models outside of a niche (I use API for personal research for quite focused queries and slightly more reassurance on being the customer and not the product) but this is very competitive + not sticky.