It used to be cheap and affordable, then one day some Google executive decided to 10X the Map APIs pricing.
I mean the charging a price for it yes, but expecting everyone to be able to pay it is a fantasy.
i'm not really criticizing, they can charge whatever they want if they don't want people to use their maps api. and i suspect they don't really want people to use their maps API - the pricing seems targeted to milk the orgs who can't be bothered to implement a cheaper option.