The smoking gun is the fact that this story could absolutely kill his golden goose, which is easily replicable. In the next few weeks there will be 10 new competitors for ChatGPT wrappers, all armed with paid marketing budgets to try and get a piece of this high margin business.

The only reason he would risk committing business suicide like this is because building the personal brand is more important to him than keeping this business afloat. If he really wanted to grow the business, there seems to be enough margin in it to support very aggressive paid marketing