While I generally share the cynicism and doubt about AI as seen here in many Slashdot comments, your comment made me wonder if this is enshitification versus shitting their pants.
When you talk about milking their customers for what they can get, to me that usually connotes that the company is doing well and has little competition, so they can get greedy and get away with it.
However, as I read the article, this sounds more like reality is setting in. After burning money and trying to establish some buzz and activity, they now see that revenue needs to pick up before they spend through their venture capitalization. That is true for any business, but for AI where solid business seems to be lagging behind the hype, this could just be a sensible reality check, trying to preempt a panic before the red line approaches.
I also get a sense, from reading the news and Slashdot comments, that "reality check" time is starting to set in across the AI business spectrum, maybe not yet intense, but the start of a trend that will likely accelerate. Either companies go bust, as many like to predict, or users who have come to love whatever they do with it now find that free lunch is over.