Indeed, the golden goose is already being throttled to within an Inch of its life by 'Big Tech' that's for sure.

I guess our hope lies in the smaller more agile (not agile agile, but agile as in quick moving...) companies that don't have the legacy baggage of having to squeeze every drop of money out of their users.

Fingers crossed that LLM progress can be picked up by people who are more interested in advancement than monetisation anyway.