Curious why you think it's unsustainable?
OpenAI/Anthropic meanwhile feel a bit like they're hoping to sell iPhones in a market about to be flooded by $20 flip phones, with almost no channel of their own to do it. And for whatever mad reason OpenAI are now signalling they will attempt to compete on price with flip phones despite their cost of labour, energy, and just about everything else being far higher
I don't see your metaphor to iphones and flip phones. This new Luna model is cheaper than deepseek 4.1 flash, except for cache reads. OpenAI having to compete with China is a much larger economic-political issue that is far larger than just our AI labs.
Then they do a new model launch, issue quota resets all around, and it's a party for 2-3 weeks before things return to normal.