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I don't even get why I have to "sign up." I'm already a paying customer with an existing account.

Billion is table stakes , OpenAI has raised over 6 billion dollars this year alone

Why has “table stakes” become such a popular phrase in the last 12-24 months?

Has it?

It is a gambling term, most VC funded startups are gambles, AI ones particularly so, it felt apt.

perhaps it correlates to a raise in investing that no longer is based on sound fundamentals in both traditional and new age assets(like crypto) perhaps makes people identify more with gambling.

I was neither criticizing your comment nor choice of words - I actually agree with both. Was just curious about the phrase. Your guess seems like a good one!

This is by design, they want the news articles saying "this is so popular it crashed their website!"

Strange way to advertise no ?

That’s because in this case scaling to big traffic needs more hardware which is very expensive and even if you have money the manufacturers may not have the capacity you need.

They can always queue the traffic for actual video creation but anyone can manage simple traffic overload to a website. They are not even launching globally.