I wouldn't build a whole application around OpenAI either, but I could imagine that OAI could be leveraged for single features, maybe where the user doesn't even know it's AI(). I could imagine content moderation, converting between file formats, or reading sentiment from user tweets about a company.
Maybe the huge value of OpenAI isn't lying in generating new content, but cutting costs of existing abstraction tasks.
So, no content generation, as that would be unethical without disclosure of AI usage.