AppSource visuals – understanding pricing

Hi everyone!

After 5 years of using Power BI, I've finally hit a business visualisation requirement that I can only solve using a non-free visual from the Microsoft AppSource.

Looking at the plans+pricing, everything is quoted "per user per month". But what does a "user" mean in this context: The number of analyst users within my organisation who want to add this visualisation to their reports and publish them? Or the number of consumer users who we want to be able to view a published report containing this visualisation?

It's a massive difference... 2-3 publishing users versus hundreds of consumer users.