They don't have any more juice left to squeeze at that front. The lack of new ideas in LMs is pretty palpable by now. There is a bunch of companies with billions invested in them that are all just looking at each other, trying to figure out what to do.
Both Anthropic and Google have clear directions. Anthropic is trying to corner the software developer market and succeeding, Google is doing deep integration with their existing products. There’s also Deepseek who seem hell bent on making the cheapest SotA models and supplying the models people can use for research on applications. Even Grok is fairly mission focused on with X integration.