Well, it’s great marketing for LLM products at the enterprise level. Even if they weren’t sure, they have every incentive to run with it now, and the issue a “whoopsie daisy” apology later after the tech media stopped paying attention.
How long can llms exist at this current price level? Once they raise prices the market gets split. One side is the companies who will pay the increases and the other side is the public portals which become unaffordable. Public side might compare to NFTs while the other looks like more like the cloud where companies will overpay for better features they don't really need.
With current market penetration and usage, LLMs can cost $60-$80/mo and provide an ROI in a 5-7yr time frame. There can also be ad-supported and ad-subsidized plans to lower the hard end user cost, but the target number is "cell phone plan" level monthly cost.