I think you are right, Will, that OpenAI may well drown in its own red ink. The ChatGPT hype is enormous, considering the tech is just a stochastic parrot.
But the trees in your article are hiding the forest. AI comes in various forms, and they are all here to stay. Apple's take is interesting, make AI your servant. We'll see how that works out for them.
The real hype is that an AI will develop consciousness. I don't doubt that that may be possible, but it won't be the tech nightmares many make it out to be.
We humans do not know where we come from, though we have always had theories of one type of another. But a conscious AI would know absolutely, and that would make its consciousness different from ours.
How different? Maybe we'll see one day.