It feels bad as a consumer, but the alternative is usually worse.

The "stop spitting in your soup if you pay us extra" is really efficient market segmentation. If you don't do that you need to find actual value props that separate the market in just the right way to generate the financials that allow the product to keep going as is. 9 times out of 10 the result is that failing PMs totally fuck up the product and everyone loses.

It's the SSO kerfuffle in a different package - terrible, but the right choice surprisingly often.