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I think Google will win out in the end. They are concentrating on what matters, performance per watt, and performance per dollar. They are building their own inference hardware and are working towards edge-computing which removes latency and compute overheads. These big LLMs are not yet cost effective, Google is just letting them burn their investment funds to "sell" to consumers at below cost.

After the AI bubble bursts, it will be the likes of Google that come out the other side still wearing their shirts. I think this bubble is out to scalp some giants.