Mainly at present I see it as a demonstration of progress in the capabilities of the models. A machine is writing coherent syntax and grammar in close to real-time, maintaining a semblance of context while it does so, without requiring excruciatingly complex and detailed semantic algorithms.
One use-case is as a creative writing assistant. Typical ways to beat writer's block are to do something else (read, walk, talk, dream). At some point, either consciously or subconsciously, the hope is that these activities will elicit inspiration in the form of an experience or idea that will connect with the central vision of the author's work, allowing the writing to continue. So too it could be with prompts generated from these models, just another way of prompting and filtering ideas from the sensory soup of reality.
(While the "dark" version of reality has bedroom "writers" pooping out entire forests of auto-generated pulp upon ever-jaded readers, being able to instantly mashup the entire literary works of mankind into small contextual prompts would be another tool in the belt for more measured and experienced authors.)
There are other more practical use-cases for these models. There's work being done on auto-generating working or near-working software components from human language descriptions. Personally I'd love to just write functional tests and let the "AI" keep at it until all the tests pass. So seeing the models improve over time is a sign that this may not be an impossible feat.
From a less utilitarian perspective, I'd love computer assistants to have a bit of "personality". "Hey Jeeves, tell me the story about the druid who tapdanced on the moon." and just let the word salad play out in the background. Yeah it's a toy, but it would jazz up the place a bit, add a bit of sass even.
I do think we're a ways off the first computer generated science paper being successfully peer reviewed and contributing something new to human understanding of nature, I'd have scoffed at the idea ten years ago but now I'm sure it's only a matter of time.