The problem they're facing is that while their costs are now genuinely rising; prices have also just gone up in the past for the same stated reason. The difference is before where we didn't really know what costs were increasing...they have this magic black box called AI they can point to.
I went to an industry conference recently and sat in on a talk because it happen to be where the food was. The guy that was giving the talk was pretty well known for acquiring failing businesses, turning them around, and overall just making a ton of money. It basically boiled down to this:
'Everyone raises prices 1 or 2% every year? Why? Well, growth; but really, it's because they can. Because it's less hassle for the client to pay the increase then move their business over to someone else. So why not a 20% increase? If you can increase your pricing by 20% without any additional expenses...then that all goes right to the bottom. Now the reality was if you called and complained, we'd negotiate down; we only got an additional 5% out of some people. But the vast majority just paid. The next year, when everyone else is talking about the yearly 3% increase, you just don't. You think about the longer term. You wait an additional six months, or even skip the whole year; and then you do 20% more. Same deal...you'll have some smaller clients get angry and leave, most of those probably cost you more in man-hours. The big ones you'll negotiate down. The majority...just pay the increase."
They've never operated on usage-based pricing in the past; this guy pretty much proved it. Some of us aren't believing it now. Given how poorly this stuff performs until you cough up some money...well I have no incentive to cough up any money to start with.
But look...magic AI machine go brrr and cost many monies. Since they kept asking for tons of money when it was just for greed....perhaps now that they have an actual crisis they need to feel the crunch.