Generally speaking 'the Fable/Astra built GTA 6' videos are a new phenomenon, so it's clear these models have new capabilities and people will need new ways of interacting with them if they want to leverage these imo.
That likely won’t change if other competitors don’t take the lead at some point. If companies are willing to pay top dollar for the best models AND they get to extract as much money from Chinese labs distilling Astra/Fable it makes no sense to lower prices. Obviously not great for everyday users who don’t have unlimited money.
That should be expected based on the scaling laws that we expect; larger models are more intelligent and cost more. Now it's very unfortunately that they don't publish the size of their models.