ChatGPT is AI for the average non-techie the world over, but the average non-techie isn't eager to pay for it. The more progress that's made, the less incentive to pay - most people are happy with the total garbage spewed by google AI overview. They'd be happy with google's 30b MoE gemma, whose performance will likely be squeezed down to something that can run on a phone in 2-3 years. Why would they pay $20 a month?
It's why OpenAI is pushing a variety of things such as ads and offer a more polished ui/ux than the competition, I think. The models are already good enough for people who just want to know how much sugar to add to their cake or when's the next basketball match their team plays - it's OpenAI's game to lose those people, by annoying UX and whatnot. If they can make a few bucks off of every one of their non-paying users it'll stretch their runway immensely. Those users will never go to Antrophic or some cheap Chinese model, but they might defect to Google because a popup on Android / in Chrome told them to.