Yes you are right! but there is a limit too, since Apple iCloudKit allow you to have only 10 Millions user only! if you exceed the 10 Millions user you have to pay the extra fee which is already stated in the iCloud website. 
Let make it more detail:
- in iCloud each individual user get 5GB of storage for their app from apple such as Contact, Map, Mail, Your app(in this case, apple also not recommend dev to store too much data, coz user will feel uncomfortable since their iCloud is limited), and etc.
- So what is 100 MB is for ? it is for you public asset storage of you app service which is can allow different user/app to access it!
Cloudkit free storage and data transfer plan
For every Cloudkit container, you start out with:
Storage – 5 GB for assets – 50 MB for database
Data Transfer – 25 MB/day for assets – 250 KB/day for database
And for every user you get a bonus of:
Storage – 100 MB for assets – 1 MB for database
Data Transfer – 0.5 MB/day for assets – 5 KB/day for database
Sample calculations
To get a better feel of the numbers, I’ve created a few sample calculations.
With 1K Cloudkit users you get
Storage – 105 GB for assets – 1 GB for database
Data Transfer – 505 MB/day for assets – 5.25 MB/day for database
More detail about iCloudKit go to http://blog.equanimity.nl/blog/2014/06/13/cloudkit-storage-and-data-transfers/
and
http://appleinsider.com/articles/14/06/07/apples-new-icloud-storage-plans-cheap-for-consumers-even-cheaper-for-developers
More detail explanation about container of iCloudKit :
http://www.techotopia.com/index.php/An_Introduction_to_CloudKit_Data_Storage_on_iOS_8
the image bellow is from techotopia.com
Hope this help.