It is impressive they've got the capacity to do so.
What it does incentivise is pushing more usage in case there’s a reset-generating additional demand. Probably sounds good in the boardroom that token consumption is up X% this quarter.
Unlikely to last forever, but for now the goal is to beat Anthropic. Up until the Mythos/Fable debacle, I’d have said Anthropic were leading, but if you’ll forgive the pun, I think they flew to close to the sun, and when Sol came out, they’d shot their “Mythos/Fable” shot and it turned out to be… good, but not revolutionary.