Effective January 1, 2024, we will introduce a new Unity Runtime Fee that’s based on game installs. We will also add cloud-based asset storage, Unity DevOps tools, and AI at runtime at no extra cost to Unity subscription plans this November.
https://blog.unity.com/news/plan-pricing-and-packaging-updates
No, it’s the former EA CEO doing EA things in Unity. The one that called developers stupid for not using microtransactions.