#When it goes into GA, rate limits are

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zinc flower
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Hopefully so, but that still won't help in many cases. What I'm highlighting is Google policy of tying API keys to specific projects will make high volume apps unworkable for small to medium size companies and devs, because you can't execute the "bring your own API key" strategy like you can with other APIs. Perhaps they will revisit that policy.

grand relic
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I'm not sure how it stops you from doing bring your own API key? API keys are always tied to something, be it a user, org, or project.
On the AI Studio platform, you can still ask the user to provide their own API key tied to their own project.
On Vertex AI, it would be more complicated than providing an API key, but you could ask users to provide a GCP service account key, or do cross-project IAM and ask them to grant your principal access to the genai APIs on their project and you can consume their resources intead.