They haven't even shipped their last big thing yet, Sora was announced in February.
They seem to be slow-walking it with a select few users like with that Toys'R'Us ad. Probably to figure out how to sell it without risking regulation when it's inevitably used against politicians.
It's also still ambiguous how much compute it takes to run, and by extension how much it will cost to use.
They might be scrambling to optimize it to the point that it's feasible to ship.