A trillion-dollar business can easily trade dollars for the privacy. A business with $1M to spend won't even get a phone call with OpenAI or Anthropic, who were the only* previous players in town for doing this.
Worst-case example: Bootstrapped startup working in military.
It's also the case that an open model enables many more intermediate-cost solutions. E.g. providers certified for specific applications, on-prem rentals, etc.
* Omitting Azure, which gives some privacy for some $$$ on their models, but not at the level of high-security.