It's not about the companies having high revenue, but rather investors being really interested in AI because it's the new flashy object everyone must have nowadays. Yes, I think it will still be a thing a few years from now and later, even. But, at the moment, the AI trend is staying afloat due to how much people are investing on it. Except that companies are just losing ridiculous amounts of money due to compute costs. Which is why OpenAI had to close Sora AI and cancel their contract with Disney to allow Sora AI generated media in Disney+.

I think cancelling SORA doesn’t mean their endeavors in AI are ultimately futile. It seems that with how scarce a resource a compute is, and how much of a legal minefield video models are, the GPUs would serve better working on something else.