Despite constant protestations of hype among the tech crowd, GenAI really is big enough of a deal that new developments don't need to be pushed onto market; people are voluntarily seeking them out.
Not to make people aware of GenAI, but to make sure OpenAI continues to be perceived as the AI company. The company that leads and revolutionizes, with everyone just copying them and trying to match them. That perception is a significant part of their value and probably their biggest moat