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Deepak Gupta markGTM Map

Usage pricing

Price tied to consumption, used as a go-to-market lever so revenue grows as the customer uses more.

Counts as evidence: The company prices on usage and ties that pricing to adoption or expansion.

Who ran it

  • Cursor · Enterprise push and consumption pricing · 2025 to now

    Usage pricing Primary

    In June 2025 Pro moved from request limits to compute limits with $20 of included usage, and a $200 Ultra tier was added. Cursor apologised that the change came as a surprise and offered refunds. The CEO later described the direction as a consumption model.

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