I remember an article a few weeks back[1] which mentioned the current focus is improving the technical abilities of LLMs. I can imagine many (if not most) of their current subscribers are paying for the technical ability as opposed to creative writing.

This also reminded me that on OpenRouter, you can sort models by category. The ones tagged "Roleplay" and "Marketing" are probably going to have better writing compared to models like Opus 4 or ChatGPT 5.2.

[1]: https://www.techradar.com/ai-platforms-assistants/sam-altman...