I think they're feeling the heat from growing too quickly so they want to incentivize people to spread the load more evenly.

The insanely competitive market for LLMs is great for us, but if I were one of the investors in these companies it wouldn't exactly fill me with confidence that my $500 billion spent on datacenters and Nvidia cards is going to get repaid ten times over like they're claiming. I'm still getting very strong "this is a commodity; margins will be driven inexorably to zero" vibes from these products.