The problem with that math is that if they don't do any training they would be out of the market in 12 months, they're only relevant ("profitable") precisely because they trained the current reference SOTA model.
They can't just release Mythos and sit on top of it forever, competition is catching up fast and people expect a new more powerful model every 6 months.
You may notice that the performance of the old model tends to decline before each new model release.