It gets even harder when there's an expectation that your products implement some sort of AI.
Not an LLM necessarily, but to succeed they need to feel easy and magical, the bar is higher, and that makes it expensive: more edge cases, harder to deploy, more expensive to run, and so on.
Someone has to babysit the security and the runtimes, PMs still run around figuring out the competitive landscape and so on.
AI just moved the pain points, for every part that's gotten easier, some other part got way harder mainly because we don't yet have the experience on how to effectively tackle the scale change of the challenges.