It's imposed on every commercial user of their API which is why a lot of companies are also leaving Google Maps. I talked about this in another post, but Apple[1], Tesla[2], and Uber[3] are all getting off of Google Maps. It seems that Google raised prices to the point where it's actually cheaper to just go and build your own maps or find a lower cost alternative.
[1] - https://techcrunch.com/2018/06/29/apple-is-rebuilding-maps-f...
[2] - https://electrek.co/2017/07/03/tesla-map-navigation-open-sou...