The interesting thing to me about their world models is that it's like a static point cloud model, as opposed to deepmind's genie 3 which feels more like a video generation model at its base. I see the video generation base as generally superior but far more expensive. The current approach for world labs is likely based on the expertise of the founders, but I don't see how it can scale and match what genie 3 does even if it does offer state persistence as an advantage.