The models are commodities, and the API's are even similar enough that there is zero stickiness. I can swap one model for another, and usually not have to change anything about my prompts or rag pipelines.
For startups, the lesson here is don't be in the business of building models. Be in the business of using models. The cost of using AI will probably continue to trend lower for the foreseeable future... but you can build a moat in the business layer.