I don't and would never pay for an LLM, but presumably they also want for force ads down your throat eventually, yea? Hard to do if you're just selling API access.
Compared to the heavily subsidized subscriptions, I don't think API is sold at loss.
Also why would you create a throwaway for this question? Are you trying to rage bait?
But the idea of an API is more to encourage creativity and other people/companies building products and services on or around your systems. This used to be seen as a positive as it would mean you were an important cog in other peoples products and so more users, exposure, brand awareness etc.