For MSFT, AMZN, GOOG, the competitive advantage comes from having huge datasets (that Nvidia doesn't have). It's a symbiosis that benefits the data-rich and GPU-rich players.
This still makes little sense as that scale will always matter. If you can drop the compute cost of a model by 10x it means you can increase model integrity/intelligence/speed etc beyond what your compute bound competitors have.
Simply put, for the time being huge datasets are going to be needed and those with bigger (cleaner?) datasets will have a better behaving model.