Moore's law stalled ~2015. Unfortunately, no way current models will run on the <100W thermal budget of a cell phone. Printing the weights directly into a chip would help efficiency a lot, but not enough.
They probably said the same thing about social media back in the day.
I'm sure the thinking out there, and hence investment, is all about how to tether the user to the most addictive, network-effected, incredibly deep, server-side, moat-able version of AI possible.