It’s absolutely not winner take all. LLMs have become a commodity and the cost of switching models is essentially nil.

Even if ChatGPT has brand recognition amongst lay people, your grandparents aren’t the ones shelling out $200/mo for a Claude code subscription and paying for extra Opus tokens on top of that. Anthropic’s revenue is now neck and neck with OpenAI, but if tomorrow they increased the price of Opus by 5x without increasing its capabilities, many would switch to Gemini, GPT 5.4, Cursor, or any cheap Chinese model. In fact I know many engineers that have multiple subscriptions active and switch when they hit the rate limits of one, precisely the tools are so interchangeable.

At some point it could even become cheaper to just buy 8x H100s and host Qwen/Deepseek/Kimi/etc yourself if you’re one of those companies paying $3k/mo per engineers in tokens.

I have non-tech friends telling me about preferring other models like gemini, this feels like the early days of search engines when people were willing to switch to find better results.