As far as I can tell, it seemed very clear that was the playbook for about a year now. Its been regularly assumed they're selling plans as a major loss-leader because people can "spend" thousands of dollars a months on a plan if they were charged at API rates. I think there's good evidence that even the API rates are sold at a loss.

I think its assumed in the LLM model business that the models themselves are not a good moat, the next model by another company is just as likely to be as good as the current model. So companies like Anthropic have to tighten the noose slowly to start recovering their costs. This appears to be one of those steps.

The simpler explanation is probably some mix of marketing and also an expected use from people paying for a plan. The money to be made is not from plans ever. It’s in everyone’s best interest for these companies to accurately oversubscribe plans. Enterprise is where the money is to be made and I don’t feel that pricing has changed much on that end.