Why deep trouble? Apify is doing great in business terms. The subscription lowering is an experiment to make it cheaper for more casual users or countries where $49 was unworkable. We used to have $19 subscriptions years ago but it was killing our support but we can handle it now. Also the removal of rental is not about profit at all. In most cases, developers will likely get higher piece of the pie. The reason is just to reduce the huge complexity of the billing system.