I do believe it's unreasonable. The limits are the limits, you reach them there's no more free lunch after.
Fix the limits, so the limits are reached at a rate that sustains their business.. ? obviously this WILL happen eventually when they need to pay for things.
"A rate that sustains their business" at the moment probably looks like API pricing or maybe even higher. That means subscriptions get significantly more expensive and/or limited, which is maybe where things are headed.