Right now they’re shoveling “potential”. LLMs demonstrate capabilities we haven’t seen before, so there’s high uncertainty about the eventual impact. The pace of progress makes it _seem_ like an LLM “killer app” could appear any day and creating a sense of FOMO.
There's also the race to "AGI" -- companies spending tens of billions on training, hoping they'll hit a major intelligence breakthrough. If they don't hit anything significant that would have been money (mostly) down the drain, but Nvidia made out like a bandit.
