The fundamental problem with these frontier model companies is that they're incentivized to create models that burn through more tokens, full stop. It's a tale as old as capitalism: you wake up every day and choose to deliver more value to your customers or your shareholders, you cannot do both simultaneously forever.
People love to throw around "this is the dumbest AI will ever be", but the corollary to that is "this is the most aligned the incentives between model providers and customers will ever be" because we're all just burning VC money for now.