I think we're going to see a lot of craziness in the future in this regard. Not just "secrets", but hypocrites trying to copyright and patent all the AI outputs. All kinds of rabid attempts at constructing monopolies for every half-baked idea they have tried to utter as a prompt.

Meanwhile, like I think you suggest, I would assume everyone can generate similar outputs themselves. The idea that you can claim priority on your dream prompt and lock up the market on prompt responses sounds delusional to me. It's not novel invention when you're spit-balling at the same level of abstraction as every fantasy/scifi writer who ever was.

So I also have doubts about the sustainable business model. How long will it take for this fantasy to unravel, as people discover they cannot monetize their AI outputs as much as they dreamed, and in turn cannot afford to pay the AI services they use?

My absolute nightmare is that this becomes a "too big to fail" thing and oppressive/fascist governments decide to back full regulatory capture. That instead of letting it unwind, they grant and support enforcement of an increasingly absurd and arbitrary copyright/patent regime to support this monetization scheme.