It seems like there are a few small categories that use a lot of tokens, and a large category that doesn't need many at all.

It won't be about tokens in the long run, and I think the labs know that. It will be about long-term memory and user relationships, and who gets to own that data.

The disruption and upheaval has barely even started, IMHO.

You mean they hope to be the next Facebook/Google that knows everything about you and call sell that data to advertisers? Yay :-|