The current models are too new to have a good enough grasp of their strengths and weaknesses. Maybe they are good enough now, but if they were going to take the approach of making their own products, surely they would only just be starting to do so this year. In that case we wouldn't really notice yet if that was what they were doing.
If they lost focus to do this would they fall behind in how useful their own models were leaving them exposed to someone in the same area using an AI from a competitor that was becoming better.
In general, these AIs are good at building ideas. You still have to decide what would be the thing to do. They need to be given the idea. They are not yet better than people at that.
Rther than coming up with ideas that would be good to try, they could let everyone try ways to use their AI and then buy the ideas that work the best, This seems to be happening.