Internet Explorer being pre-installed on Windows devices didn't prevent it from being demolished by newcomer Chrome throughout the 2010s. Now we're looking at a product that's even less integrated, and whose value is exposed through universal interfaces (human language, images, etc.).

If OpenAI succeeds, I imagine that remarkably little of it will have come from the brand. But subtracting the first-mover brand advantage: they can either compete on the frontier, which seems difficult and bears potentially diminishing returns (particularly wrt to distillation); or compete as a commodity, which I imagine cannot justify their valuation/spend.

It seems very uphill of a battle.