They are running out of novel, clean training data and compute. There is probably a limit to how much improvement can be squeezed out of LLMs. Recent improvements have been more about orchestration and "reasoning" loops (i.e. iteratively feeding context back through the model).
For base models they really must be running out of new training materials. It's more about size and architecture. But they still seem to be getting big strides out of improving the post training. They keep dropping point upgrades in under 8 weeks lately, which is an insane pace for product release. At some point it's going to slow down but we're not close yet imo.