"Subsidies" don't stop because it's not "a subsidy". It's a subscription service.

Like Netflix, Comcast, T-Mobile, etc, etc. There are millions of subscription services in the world. They all "subsidize" higher-usage users with plans for lower-usage users using a fixed price plan and rate limit. The profit comes from lots of users who don't hit their cap. The higher priced plans are actually more profitable.

This is called a tiered usage-based subscription business model.