There’s a lot of paying customers the parent companies would refuse to accept. For example:
Russian government wants to pay for AI-generated propaganda to influence the 2024 US election
Organised crime wants to pay for a fine-tuned scam AI which will trick people into handing over their Internet banking details, becoming drug mules, participating in money laundering, etc
Startup wants to pay to use the model to bootstrap their own competing one. The first two refusals would be legally obligated - but this one is all on them.