Honestly, imagine being in a regular software field and improving your product 2x. It is now two times better than it was previously. That's amazing! You could probably beat out all the competition, steal all the customers, quadruple your profits.
OpenAI and every other peddler keeps promising upgrades in the magnitude of 100-200x. That's impossible. To be affordable and usable enough, they would have to come up with actual miracles.
At this point, they've picked off all the low hanging fruit. At best, we're going to be seeing marginal improvements at the cost of a large price increase (see latest OpenAI flagship).
There is some usefulness, but after so many dollars wasted, all companies are going to be left with is a bunch of useless GPUs. I can't wait.