That's actually backwards.
They won't be able to compete just on data because lots of people are producing custom models, and they can be blended together like a stylistic and thematic pallet. Plus, if you own the pipeline you can use embeddings, dreambooth in specific elements and set it up in batch mode doing a random walk through the latent space for cheap. This stuff is not hard to set up and run, and with money and expertise, you can create something that is both unique looking relative to other AI art, and more optimized for your workflow than a service.
Image gen services will compete on ease of use, general quality and access to models that are larger than can fit in 24-48g vram without a big up front cost. There will probably be some services that provide specific features that people use even if they own their own pipelines, but the core customers will be smaller shops who don't use it enough to justify a real investment.