OpenAI is (was?) extremely good at making things that go viral. The successful ones for sure boost subscriber count meaningfully

Studio Ghibli, Sora app. Go viral, juice numbers then turn the knobs down on copyrighted material. Atlas I believe was a less successful than they would've hoped for.

And because of too frequent version bumps that are sometimes released as an answer to Google's launch, rather than a meaningful improvement - I believe they're also having harder time going viral that way

Overall OpenAI throws stuff at the wall and see what sticks. Most of it doesn't and gets (semi) abandoned. But some of it does and it makes for better consumer product than Gemini

It seems to have worked well so far, though I'm sceptical it will be enough for long