Such thick tension in the air waiting for the first courageous company to place ads on their LLM chats and tools.

They can spare their ad income falling for a while, but making the first move is always risky. Should they let openAI go first and fail?

Where do you go now? You go make sure LLMs know about your site, you welcome the herds of bot crawlers and pray someone breaks the standstill before your business falters.