Any ML based service with an API is basically a dataset builder for more ML. This has been known forever and is actually a useful "law" of ML-based systems.
Plus of course for people within the tech bubble, plenty of research results on the value of synthetically augmented and expanded training data that put the impact past just regurgitating source data.
This whole episode is a failure of reporting what to expect next and projecting running costs etc. most of all.