IDK if it is fair to say they were paying it out of their pocket, or that it was generous. All of the money comes from revenues they get from us or investors.
The difference is, they later added this on top of other fees, so basically they raised the prices.
The language is... tricky. Me absorbing the price just means I took it out of what I was charging you. Now I want to charge you the same, and also add that on top of it. If I raise it again, tomorrow, was I being generous today? Maybe, maybe not. There is no way to know, unless your definition of generous means charging us less that we were willing to pay, seeing as how we did in fact pay it, and we would pay more if they charged more, until the pain was too much to bear, and then we would fold and go under.