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It delights me to lie to myself that they are nervous someone somewhere would pick a golden ticket with their AI application and they'd miss out. But more obvious explanation for big corpos is that they hide problematic data-mining, content appropriation, ad personalization and other stuff behind this curtain, maybe not for these crude tools alone, but to force a precedent into existence that they can do it whenever they like in the future. They make you give up your personal stonks for a shiny penny that is corporate LLM genies and they probably pay a lot to showcase their beauty at loss.
Tbf, that's exactly what happens sometimes. CVS partnered with Theranos despite the lack of evidence supporting their product. Their reasoning was that if only Walgreens partnered with Theranos and it was a success, then CBS would have been screwed