It seems like there is MUCH to gain by migrating to this approach - and it theoretically should not cost more to switch to that approach than vs the rewards to reap.
I expect all the major players are already working full-steam to incorporate this into their stacks as quickly as possible.
IMO, this seems incredibly bad to Nvidia, and incredibly good to everyone else.
I don't think this seems particularly bad for ChatGPT. They've built a strong brand. This should just help them reduce - by far - one of their largest expenses.
They'll have a slight disadvantage to say Google - who can much more easily switch from GPU to CPU. ChatGPT could have some growing pains there. Google would not.