They basically decided that scaling at any cost was the way to go. This only works as a strategy if efficiency can’t work, not if you simply haven’t tried. Otherwise, a few breakthroughs and order of magnitude improvements and people are running equivalent models on their desktops, then their laptops, then their phones.
Arguably the costs involved means that our existing hardware and software is simply non viable for what they were and are trying to do, and a few iterations later the money will simply have been wasted. If you consider funnelling everything to nvidia shareholders wasting it, which I do.