Yes exactly this, Stephen King will always be Stephen King. You can get chatgpt to generate something like Stephen King, but people know about him and his brand/style so it feels like cheap imitation.

Everyone else? They won't get the ability to establish their brand/style (assuming chatgpt gets faster at updating with recent information/sources).

I can see us relying far more on centralized institutions (again). Only reading from certain publishing houses, writers focusing more on trying to get into a certain house vs content of their work.