Earlier quoted context omitted.
They were not expensive to operate, they were only expensive for consumers
Competition is the thing. Prices will drop as more AI code assistants get more adoption. Prices will probably also drop if anyone ever works out how to feasibly compete with NVIDIA. Not an expert here, but I expect they're worried about competition regulators, who will be watching them very closely.
What's the reasoning behind this? They are already doing the efficient "economies of scale" thing and they are already at full capacity (hence rate limiting).
The only way forward for this AI providers is to raise prices, not lower them.