I think the biggest risk to ChatGPT as a consumer brand is that they don’t own the device surface. Google / Microsoft / Apple could make great AI that’s infused in the OS / browser, eliminating the need to go to ChatGPT.
Since microsoft kinda sorta owns or is merging with openai it's probably already close to that... copilot is constantly down for me at least, but I assume that's not a hard thing to fix on Microsoft's end if it wants to start paying the server costs...