We also had an increased Maps bill after the new pricing model for each map load on a detail page for a specific real estate object. Our map is now disabled by default and can be loaded with a “show map” button on a static cached map image.
Seems like the more frugally people use it, the more they can up the price.
Only if the goal is to stop getting people to use it. If the pricing of the API was meant to be reflective of the cost of running and to encourage customers to use it more efficiently, then increasing the price beyond what they have done is maybe not a good idea.