The idea probably was to pour billions into technologies powering these LLMs, and gain a moat. It then turns out that this isn't as hard a problem as expected, it's just very expensive. So as long as you have money, you can be an AI company, the money is the moat (unless you take a shortcut, like DeepSeek) and money is running out.

I don't think you're missing anything, but I am surprised that the forces behind the AI companies did. They do need to start making money, but I don't think anyone has a plan as to how they are going to do this. As for enshittification, that was always on the table for the free tier, it was also going to be the drug deal strategy, were the first hit is free.

The cost of AI is still to high, datacenters aren't being completed, the hardware is to expensive, electricity is to expensive, the technology is good, but requires hand-holding. We're going to see AI being deploy more sparingly and more targeted, so the cost is justified.