It makes sense for OpenAI to overpay for wrapper companies that have distribution - a good analogy is British pub (bar) companies. By mid 2000s they were struggling. Low margins, rising cost base, expensive debt.

What saved them? Heineken. They didn't care if the pubs made much of a profit - they made positive margins on having people drink their beer at market prices. They just wanted to increase volume. So they bought up several major players. In 2008 they acquired Scottish & Newcastle's operations, later thought bought Star Pubs & Bars, which had 1,049 leased and tenanted pubs, and finally half of Punch Taverns.

The same strategy can work for OpenAI - buy up the wrapper companies, and make sure YOUR models are served to the user base.