Get users hooked with free access. Wait few years. Start having lawyers tweak terms of service. Charge corporate customers a shit ton of money as free users sell their junk. Yank “free” tier, with none to minimal notice due to ToS. Cite limited resource constraint. Stick previously free users with $99/month access. MSFT stock pumps hard for the next few years.
Like you said, they're trying to get people hooked.
But if AI isn't any useful to people in the first place, this goes nowhere and they're still stuck with a low/decreasing amount of users.