"We need to put out maximum press releases to stay relevant because all we have is the brand" seems to be the strategy.
To me, that is a tell they are basically cooked because catching Google in actual model performance is not really the position anyone would want to be in here in a horse race.
I remember the headlines, a year ago or so. Something like "How Google built the first LLM but then shelved it due to risk and unprofitability and lost the AI race"
Interesting times we live in.