If you run these models at home it's easy to see how this is totally untrue.
You can build a pretty competent machine that will run Kimi or Deepseek for $10-20k and generate an unlimited amount of tokens all day long (I did a budget version with an Epyc machine for about $4k). Amortize that over a couple years, and it's cheaper than most people spend on a car payment. The pricing is sustainable, and that's ignoring the fact that these big model providers are operating on economies of scale, they're able to parallelize the GPUs and pack in requests much more efficiently.