They need metered billing for their plans.
All AI companies are hitting the same thing and dealing with the same play - they don't want users to think about cost when they're prompting, so they offer high cost flat fee plans.
The reality is though there will always be a cohort of absolute power users who will push the limits of those flat fee plans to the logical extremes. Startups like Terragon are specifically engineered to help you optimize your plan usage. This causes a cat and mouse game where they have to keep lowering limits as people work around them, which often results in people thinking about price more, not less.
Cursor has adjusted their limits several times, now Anthropic is, others will soon follow as they decide to stop subsidizing the 10% of extreme power users.
Just offer metered plans that let me use the web interface.