With open-weight models getting closer and closer to parity with frontier models for specific tasks (coding,etc) the frontier labs are trying to make moats via their software.

Personally, this is why I foresee Anthropic/OpenAI/Google taking a bath once their creditors come calling. I think the individuals most attached to a specific app are the ones least willing to pay the true cost of inference. (IE: your grandma using chatgpt to ask for recipe recommendations probably isn't going to pay $400/mo).