I don't think they have an accurate model for what they're doing - they're treating it like just another app or platform, using tools and methods designed around social media and app store analytics. They're not treating it like what it is, which is a completely novel technology with more potential than the industrial revolution for completely reshaping how humans interact with each other and the universe, fundamentally disrupting cognitive labor and access to information.

The total mismatch between what they're doing with it to monetize and what the thing actually means to civilization is the biggest signal yet that Altman might not be the right guy to run things. He's savvy and crafty and extraordinarily good at the palace intrigue and corporate maneuvering, but if AdTech is where they landed, it doesn't seem like he's got the right mental map for AI, for all he talks a good game.