They are not totally full of it.
But state of the art models are not free. GLM 5 and Kimi K2.5 are both open-source and they are much better models than the ones we used to pay for a year ago. Now we get them for free. This is certainly having an effect on all model providers which either need to adjust to new market realities or risk to loose market share and we know which thing they are not going to do.
You might get access to the model for free. The hardware to do anything useful with it certainly isn't.
Anthropic and Google shutting down access to their API for third party tools, OpenAI inserting ads into the platform... I'm sure it will stop here. Absolutely no more fuckery. And all these huge LLM companies are going to go from burning literally billions (in some case trillions) to being insanely profitable without putting the screws to users. We definitely aren't going to see the same pattern that's played out across essentially every other platform play out again... Nope definitely not.