Yes, but also this particular company has the means to justify the expense. I think there's enough opportunity at scale in the industry to really change the bus

Yes, but also this particular company has the means to justify the expense. I think there's enough opportunity at scale in the industry to really change the business landscape. Aside from that (and assuming a large enough sample size) I think it's a safe experiment to at least bet on finding profitable use cases. In 1-2 years, after this experiment runs its course, not everyone will have "unlimited" usage.