It will be interesting to see how their sales progress after the initial hype period. Some of their contracts to incorporate gpt into products sounded like initial marketing and hype, but perhaps even independent of those, they will make it back with services to bing. But the subdued reaction to gpt4's increase in capabilities means their might be a lack of incentive to pay for improved versions.

It's a stunt now for both companies as it's a proxy for both search, AI capabilities for sale, and clouds. But eventually they will reach a limit of payoff. But 4 months is short for product development, especially as it sounds like google was caught off guard by the public interest in interacting with chatgpt.