Branding counts for a lot, but LLM are already a commodity. As soon as someone releases an LLM equivalent to GPT4 or GPT5, most cloud providers will offer it locally for a fraction of what openAI is charging, and the heaviest users will simply self-host. Go look at the company Docker. I can build a container on almost any device with a prompt these days using open source tooling. The company (or brand, at this point?) offers "professional services" I suppose but who is paying for it? Or go look at Redis or Elasti-anything. Or memcached. Or postgres. Or whatever. Industrial-grade underpinnings of the internet, but it's all just commodity stuff you can lease from any cloud provider.
It doesn't matter if OpenAI or AWS or GCP encoded the entire works of Shakespeare in their LLM, they can all write/complete a valid limerick about "There once was a man from Nantucket".
I seriously doubt AWS is going to license OpenAI's technology when they can just copy the functionality, royalty free, and charge users for it. Maybe they will? But I doubt it. To the end user it's just another locally hosted API. Like DNS.