Hype or not, there are some questions that deserve some serious consideration. It is hard to quantify how "personalized" the content GPT-3 spits out actually is. It may output the same content on every N-th try on average. If so, we have copyright issues at hand.
Two people using GPT-3 who happened to feed it similar parameters and got similar results can sue each other for copywrite infringement. On the other hand, an author who genuinely created an article can sue someone using GPT-3 created content without that person knowing he has infringed on the author's copyright, and vice versa.
It's all wonderful on paper. In practice, a whole host of issues can pop up when using this indiscriminately.