Some do it to have control over their ability to use AI. Some do it because they think it will be cheaper to not have to pay a SaaS to generate tokens for them.
But for those interested in the latter case, it seems like it's not actually cheaper after all, at least at current prices. But then I don't expect prices to drastically jump because of how much competition there is in model development.
Correct me if I'm wrong, but I believe this is a feature that only Google has figured out how to implement. All of the other pay-as-you-go token services have a cap you can set, some by monthly spending, some with API key resolution, others by how much you put into the account. I use many, and if configured with auto-purchase disabled, it's not possible to have a "surprise" bill (except for Google!)
Because price is driven mainly by competition, not by a desire to recoup prior spending.
Investors aren't doing things out of the sheer goodness of their hearts, so if they could just bump the price up they'd have already forced it up. The very existence of workable local models puts a cap on how high the price can realistically go, but the high level of competition still extant makes the price floor ever closer to the actual cost to generate tokens.
The providers have spent a fortune on wireless, pulled a lot of fiber/cable, and it's cheaper than it was when it started.
For most people, they might be better off with OpenRouter models and providers supporting Zero Data Retention. On the cloud, that’s as good as it gets for privacy - your data is never retained beyond the life of the request.
Like with OpenAI for a year?
” In June 2025, the court ordered OpenAI to retain its consumer and API customer chat logs indefinitely, including any that had been deleted, so they could be investigated […]”
https://www.techspot.com/news/109839-openai-no-longer-requir...
As for privacy, I'm sure there are many people that are not so interested in that aspect.