Yes, ideally that's what should happen.

In practice, I've seen way too many times big corpo getting away with anticonsumer practices because their mainstream audience is willing to put up with it.

Specially when they introduce it slowly (say.. they start by allowing a reasonable but fixed number of keys ..then they lower the limit but start putting a small fee for each additional key.. then they lower the limit to 1, increase the fee, etc).. they'll test the waters and try to reach a level that enough of the mainstream would accept to maximize the money they make.