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I think it shows that they consider their to be advantages to being seen as having the best model, which is a subtly different thing.

"4 out of 5 dentists prefer DentifreshAI"

Suppose the big 2 labs didn't think the expense was "worth it."

Wouldn't they keep spending anyway because they need to hype things up before IPO?

I mean the labs are in a tricky spot where they have to justify massive valuations. "We're going to stay where we are and focus on inference" isn't the growth story you need when you're trying to justify a 2T valuation on 80B in revenue (unless you dress it up as a safety concern).

Google can afford to take their foot off the gas without killing their business.