> If a frontier provider pivoted as you describe it would certainly change the landscape but they wouldn't be unassailable without developing some sort of secret sauce that gave them an extremely large advantage over everyone else.

Integration, and mindset. AI, by its general-purpose nature, subsumes software products. Most products today try to integrate AI inside, put it in a box and use to supercharge the product - whereas it's becoming obvious even for non-technical users, that AI is better on the outside, using the product for you. This gives the SOTA AI companies an advantage over everyone else - they're on the outside, and can assimilate products into their AI ecosystem - like the Borg collective, adding their distinctiveness to their own - and reaping outsized and compounding benefits from deep interoperability between the new capability and everything else the AI could already do.

Once one SOTA AI company starts this process, the way I see it, it's the end-game for the industry. The only players that can compete with it are the other SOTA AI companies - but this will just be another race, with nearly-equivalent offerings trading spots in benchmarks/userbase every other month - and that race starts with rapidly cannibalizing the entire software industry, as each provider wants to add new capabilities first, for a momentary advantage.

Once this process starts, I see no way for it to be stopped. Software products will stop being a thing.

Open models can't compete, because they're always lagging proprietary. What they do, however, is ensure the above happens - because if, for some reason SOTA AI companies stick to only supplying "digital smarts a service" for everyone, someone with access to sufficient compute infra is bound to eventually try the end-game strategy with an open model, hoping to get a big payday before SOTA companies respond in kind.

Either way, the way I see it, software industry as we know it is already living on borrowed time.