Lots of companies right now have slapped AI features on their products without extra cost. Some are offering it for free (e.g. search engines). If LLM costs significantly increase, I would expect free AI features to disappear or become extra paid features (already started to happen in some SASS), while any free LLMs become simpler and cheaper.
This is making the scenario more complicated, because now we also have to consider products without product market fit, which is an entirely different issue. I don't know how to think about that.