So the business challenge is to balance sizable investments and relatively small marginal costs. Not so different from other digital goods.
When your competition has a tiny cost base compared to yours and lacks the bonkers future capital commits you made then that’s a terrible position to be in… hence their conundrum.
Take Open AI for instance: it has "zero debt" ... and $665 billion to $1.4 trillion in "long-term commitments".
For LLMs the costs of training and inference are a very significant part of the overall costs.