It's a five horse race between Alphabet, Meta, xAI, OpenAI, and Anthropic.

Alphabet dropped "don't be evil"; Meta's CEO called their own users "dumb fucks" for trusting him and also clearly thinks "super-intelligence" is just a buzzword given how he tries to sell it; xAI's model called itself "Mecha Hitler"; and OpenAI's CEO was temporarily fired by the board for a lack of candor.

It's very easy to be "the good guys" with this competition.