They were spending the profit from each user, not making a loss on each user.
It's a big difference.
To turn a profit all AMZN had to do was stop spending (and the consumers would not have been affected by the halting of spending).
For the AI providers, to turn a profit they have to raise the price.
It's not at all the same as what Amazon was doing. At any point, Amazon could have turned off the expansion engine and turned on the profits. AI companies don't have that luxury, if they stop training they'll just fall behind and die because they don't have a competitive model. They are locked into training in order to be competitive, they are not by default profitable and choosing growth over profit.
Maybe, but they wouldn't be in the dominant position they are today if they had turned off the expansion early - spending to suppress big competitors like Wallmart in the online shopping market pays dividends.