Models were always going to be the commodity, just like the most popular and viable use cases at present are less job-replacement than "let's analyze huge data sets for patterns we're missing, and adjust accordingly" or "probabilistically generate deterministic software for me for X function/task". One-offs simply aren't profitable when models are interchangeable commodities, hence that brief attempt to pivot to "pay by outcome" before giddily embracing the classic consumption-based-billing playbook.
Not an uncommon event - not only did this happen to many companies who were big in the original internet boom (e.g. Sun Microsystems, as well as all the Boo, Pets.com etc), it also happened to the railway boom of the previous century, and even the Channel Tunnel.