The problem for them is making enough money for the training runs (where it seems like their strategy is to raise money on the hope they achieve some kind of runaway self-improving effect that grants them an effective monopoly on the leading models, combined with regulatory pushes to ban their competitors) — but it seems very unlikely to me that they're losing money serving the models.
If you look at their business strategy, it's top notch, anchor pricing on the 200, 20 sweet spot, probably costs them on average $5/mth to server the $20/mth customers, Take your $50m a year marketing budget and use it to buy servers, run a highly optimized "good enough" model that is basically just wikipedia in chatbot and you don't need to spend a dime on marketing if you don't want to, amazing top of funnel to the rest of your product line. I believe Sam when he says they're losing money on the $200/mth product, but it makes the $20/mth product look so good...
They're really playing business very well.
So for example, there is a ratio of 10% paid users and 90% free users (just random numbers, not real). If they want more revenue they want to add more paid users, for example double them. But this means that free users needs to double too. And every real free user requires a lot of compute for his queries. Nothing to be cached, because all are different. No way to meaningfully offer "limited" features because the main feature is the LLM, maybe it is previous gen and a little bit cheaper to run, but not much. They can't offer too old software, because competitors will offer better quality and win.
So there is no realistic way to bring costs down. Analysts forecast they actually need to increase prices a lot to meet OAI targets, or it needs to have a financial intravenous line constantly, like the 500B$ announced by Trump.