The more difficult it is for humans to consistently and accurately compare model outputs the more opportunity there is to spread FUD (Fear, Uncertainty, Doubt). Considering valuations of these companies and the astronomical investments being made, a sabotage campaign with bots or paid users on reddit, twitter, YouTube, or whatever socials could go a long way towards knocking market cap off the competition. Not saying that's happening, just saying its an obvious target. Even if the goal is not nefarious, people with a perceived bad experience are 2-3x more likely to complain. So even without bad actors involved, a new model may need to be significantly better in order to break even on the old net promoter score.