I'm assuming Google's play here is to bleed its competitors of money and raise prices when they're gone. Building top-tier models is extremely expensive and will probably remain so.

Even companies that do it "on the cheap," like DeepSeek, pay tens of millions to train a single model, and total expenditures for infrastructure and salaries are estimated to surpass $1 billion. This market has an extremely high cost of entry.

So, I guess Google is applying the usual strategy here: undercut competition until it implodes and buy up any promising competitors that arise in the future. Given the current lack of market regulation in the US, this might work.