I believe (and some other people on the internet having more knowledge in LLM believe too) that open source local models are the future.
Probably big models with API and chat like OpenAI is doing will have its niche toot but it is very costly and it is not AGI and it will not be in the near future.
On the other hand with rise of NPU chips and small models you can have your own assistant on your phone using your own data almost instaneously with almost no cost. Whoever will build the best OS model will win this race. As the winner you will be able to set the standard.
Basically it is why we have Linux on the severs not Windows and why even browsers are free you still get one from every tech giant.