This is the Red Queen hypothesis in evolution. You have to keep running faster just to stay in place.
On it's face, this does seem like a sound argument that all the $$ following LLMs is irrational:
1. No matter how many billions you pour into your model, you're only ever, say, six months away from a competitor building a model that's just about as good. And so you already know you're going to need to spend an increased number of billions next year.
2. Like the gambler who tries to beat the house by doubling his bet each time, at some point there must be a number where that many billions is considered irrational by everybody.
3. Therefore it seems irrational to start putting in even the fewer billions of dollars now, knowing the above two points.