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The service principal you use to do deployments does not need to be a separate user. But many teams choose to use a bot account in their CI/CD setup to do deployments (instead of using a real user’s api tokens). The latter would be a separate user account in Pulumi. 

<@UB3BGTV63> thanks, I think I understand what you mean. The key the pulumi binary uses to authenticate to <http://app.pulumi.com|app.pulumi.com> from within the pipeline should be its own Pulumi user account.
Agreed, in which case this would tip us over to 4 users. Need to check with our customer if they're happy to pay that jump from $50 to $300 if all we'd really be using is the language framework. Everything else is done in Azure DevOps.