Ars Technica has done an interview with Unity's Marc Whitten and Whitten's responses are very, very telling:
"It was not our intent to nickel-and-dime it, but it came across that way," he said. [...]
"A large part of the problem, Whitten said, was that Unity "didn't communicate effectively... There were areas where there was some confusion, and we could have done a better job." [...]
"That's on us," he continued. "We didn't do a good enough job... of delivering the information that would help people."
It shows how dishonest he still is: Of course, they wanted to nickel-and-dime everything. People were not "confused", they were outraged. No matter how much of a mess Unity's initial explanations of the details were, the core message was pretty clear: Unity was aiming to get as much money out of developers as it can and it did neither bother to iron out the details of the changes, nor assess the potential damage their plans could do.
Rumours from inside Unity said that their own employees warned management, but managment saw a chance to make money and plowed ahead.
And going by Whitten's statements, they still want to hide behind meaningless corpo-speak and the same people who got their business into this mess now claim that they have changed their ways.