I don't know if this is the case at Snowflake, but there are similar seemingly misaligned incentives with CircleCI's build-seconds-based pricing model.

However, the generally accepted wisdom there was that improving performance had always led to more builds being run - and so still come out as a net-positive. This had happened a bunch of times as we upgraded CPUs or storage drivers or the version - there'd be a short term drop in direct revenue, but then it would bounce back quickly as people took advantage of being able to do more stuff in the same amount of time.

I'm told the revenue and finance people were pretty concerned the first time it happened though!