I mean, clearly "tooling" is not a perfect analogy for AI. As others have pointed out, if you pay money and get back a full website, app, game etc. it feels a lot closer to a service.
It's like asking why an expert pizza maker is not in a better position to succeed now that he has an excellent pizza delivery number he can call to have one available to his specification in an instant.
That's just a tool you rent and cannot own or make/improve/repair yourself.