Not as hard as the artists whose work they stole

There's a decent chance even those working on it have mixed feelings about it, where the negative is only related to job security. They'd be working close enough with it to know that it's fundamentally flawed and won't likely ever be able to consistently deliver what those putting money into it expect.

Also maybe Disney realized that tech like this will do more to hurt them than help. Like anyone could prompt some gen models to make a movie, and will have more freedom to do so without shareholders and a board.

And there's the whole copyright question, with the current state that I know of possibly resulting in theatres being able to legally "pirate" AI generated movies because there is no copyright.

Unless the AI industry can quickly pivot to something other than LLMs, I see this happening to a bunch of the other LLM-based services until the bubble does pop.