Why it matters
Ad shops are metering model access. PMG capped each user at $50/day of tokens via its 'Alli For You' layer once unmetered use began to scale; Dollar Shave Club switched to triage that steers its biggest models only toward its hardest work.
Tokenmaxxing read
This is tokenmaxxing landing on the agency P&L. Clients want AI to shrink fees while agencies can't cleanly isolate its ROI, so per-user daily token caps and model triage become the control plane — the costly layer may be the accounting around AI, not the model itself.
Source takeaway
Concrete example: Dollar Shave Club's Laura Higgins reined in free-for-all use of Claude, ChatGPT, Gemini, and Higgsfield into a rough triage. Still unresolved industry-wide: did that spend actually produce results worth billing?
