As a consumer of APIs, one thing you encounter every day are API rate limits. Just about every API has limits on the number of calls you can make against their API. As developers, we accept the limits because in many cases we are getting the API for free. And in some cases, even the rates aren't enough for a provider to get what it needs, as when Google put the kibosh on Translate. Are limits simply a sign that a provider needs to find a strategy that scales?