GA Premium started at $100k/yr ~10 years ago and pretty much only disabled sampling on reports and added additional custom dimensions. This was pre-360 days and

GA Premium started at $100k/yr ~10 years ago and pretty much only disabled sampling on reports and added additional custom dimensions. This was pre-360 days and was 5x what we were paying for Adobe Analytics. Once you get to those levels, Snowflake/Segment/CDP type platforms combined with your own storage and COTS BI tooling become more appealing due to flexibility and data portability.