The biggest problem isn't cost of running the models right now, the biggest problem is all the debt they built up on training and data center buildouts. That's what they need to recoup and that's what's going to drive prices up. And once it's recouped they'll need to make pure profits.
And I hope that debt kills them because all the big AI companies are terrible in one way or another, and the eventual price disparity will make it uneconomical to use their models. Then we might return right back to development focusing on small models, not large ones.