They cut prices and get more customers who are going to move to the next vendor that cuts prices even more or when they jack up the prices again.
I am not complaining, I like my investor subsidised tokens, I don't see what these companies see as their end goal when it's becoming more and more possible to run a competent LLM locally(even with today's RAM prices).
I am surprised that there is no Claude or ChatGPT machine that I could buy, I feel like they should be opening up that model, but I guess subscriptions look better on balance sheets.