This feels reminiscent of the big push to RAG a few years ago. And, more broadly the skunkworks projects that big companies tout in the press before they end up killing, when the operational overhead becomes too much for their liking.
Ultimately, the narrative is good for the consumer and the enterprise. It’ll mean OpenAI and anthropic will have to keep prices low. But ultimately, in the course of the next 10 years, I don’t see enterprises wanting to do this themselves. It’ll just be simpler (and eventually safer in their eyes) to send traffic to the big labs.