The chat service bit is them being chill, but the real spark was the model. I say they were lucky, because AFAIK back then no one expected LLMs to show so many and so advanced general capabilities. This took everyone by surprise, and since people could already play with it, ChatGPT took off on its own - it had so much real, transformative value, that it spread out with zero marketing. That's a rare, bona fide case of "word of mouth", it was just that useful. But that wasn't a strategy, that was luck.
To their credit though, OpenAI turned this early win into an opportunity and is excellent at exploiting it. Being small helps.