If companies start to raise the token prices, at some point it won't be affordable to people. I think that no matter what they do they will just keep losing money. If they raise prices, less people will be buying the paid plans and if they don't, they are still losing money like now
It's not about the companies having high revenue, but rather investors being really interested in AI because it's the new flashy object everyone must have nowadays. Yes, I think it will still be a thing a few years from now and later, even. But, at the moment, the AI trend is staying afloat due to how much people are investing on it. Except that companies are just losing ridiculous amounts of money due to compute costs. Which is why OpenAI had to close Sora AI and cancel their contract with Disney to allow Sora AI generated media in Disney+.
I am using IntelliJ Idea for Java projects for the most part. Other than that I am still using VSCode. At the very least the impact on JetBrains products is not noticeable by me. If it were something more ridiculous like Windows breaking because of some AI feature then I would not use it.