What OpenAI in particular have done with reasoning efficiency in the past few months since ChatGPT 5.5 is nothing short of remarkable. It's overshadowed a bit by the benchmark game and the Fable hoopla.
Now is the time to focus less on token cost and intelligence, but tokens to solve a particular set of tasks in closed benchmarks for a variety of categories.
What is the use of grand intelligence if it either costs you a kidney or can't complete at all within a token budget? Even if there are niche uses where you truly want "maximum power" above all, we need to at least more severely penalize such models versus those that does it just as fine within a tenth of the token cost.
I'm aware of some benchmarks at the Artificial Intelligence site, but CLEARLY we are not focusing enough on these today and still leaving the fun surprises to the users.