There must be immense pressure to see meaningful progress or incredible growth in these big AI companies after all the investments they've received.
A few months back I saw a presentation from a military historian, and one of the key lessons that I took away was that you should never go to war with unclear objectives. If you have a noble objective in sight then I think you can make the case for crunching across the finish line. But based on how these AI company crunches are described, it sound more like a death march into the fog of war, praying that they stumble on a priceless artifact to justify the journey.
There are many in the modern era who dream of becoming heroes, and there's a certain majesty in setting out into the cognitive realm in search for their Holy Grail. Just don't look back at the trail of corpses of those who got left behind.