It's nickel and diming all the way. I always thought the S3 pricing was sort of ridiculous. Pay for the amount you store (fair). Pay for the egress data (less fair but ok...). Pay for the number of API calls! (lol!)
It wasn't true at first but people abused the hell out of it, for example, by storing data only in the filename. The API cost prevents very inefficient use of S3.