My guess is the big players hope is to steal an enough content and then build a self training LLM based off synthetic content (rehashed original works) before the theft part matters. Not sure how close they are to achieving but this seems to be a common SV gamble.

Steal or do something shady, raise enough money / power so by the time your noticed, you have the money to win in the courts.

You already see the propaganda about “none of this should matter because the cure for cancer is on the way courtesy of AI.” I mean maybe it it but it smells fishy to me.