However, driving third-party innovation does not relieve OpenAI of the need to create consumer-facing applications like ChatGPT. If OpenAI was to remain exclusively a back-end API business, it would be leaving itself vulnerable to disintermediation as competition from other model providers like Meta enable swapping out the back end. I believe Kevin was brought in to make sure OpenAI has its own relevant front end innovation so that disintermediation is less of a threat.