How do you know whether it was too aggressive or not? They could have always revised their estimates when they did the calculation for how much each call costs as well as how much lost revenue they get from third party apps not showing ads. Sure, they could have given more than a month's notice but the bill comes due at some point. Based on the API call figures Apollo has posted and having worked on API products in the past, I can entirely see how $20 million a year is reasonable given how much Apollo is pulling from Reddit's servers.
I infer it was aggressive, based on the following:
Per Christian (the Apollo app dev): "(...) Twitter's pricing was publicly ridiculed for its obscene price of $42,000 for 50 million tweets. Reddit's is still $12,000. For reference, I pay Imgur (a site similar to Reddit in user base and media) $166 for the same 50 million API calls." [1]
All assuming he is not lying (which I have no reason to believe, contrary to the reddit reps). Two orders of magnitude over Imgur pricing sounds a bit greedy, unless Imgur is also at the verge of collapse, which I'm not aware of.
There is no $166 plan. The least expensive $500/month plan is "only" 7.5M requests per month.
50M requests under the ultra plan (7.5M requests and then $0.001 for each one after) would cost $43k/month - and it would be more sensible to go to the "mega" plan then which is $10k/month for 150M API calls.
