The same move that Microsoft did back in 90's to kill Netscape. Make your product the one available to masses, next generation of users will be using your product.
That said, there are a ton of “look at this cool thing out research team did” and then you never hear about them again things from Google. They even built a music generator that was closed to the public until recently.
https://blog.google/technology/ai/musiclm-google-ai-test-kit...