> I never truly understood what the intended business model around LLMs was

What appeared initially to be a huge innovation was later easily duplicated by many. There are no platform-lockins or network effects. Switching costs for users are zero, and there are low barriers to entry, with vast numbers of models to choose from and more appearing every day. As a business a token will be a commodity like an electron. Doesnt matter who produces it, or how (solar, wind, coal, nuclear etc) as long as it powers my toaster.