Deepmind is still the leader in AI, and they have much better models - it's just going to take a while for people who don't study ML to realize this because Google hasn't released any of their good models for public use yet (and yeah, I'm not counting Bard, etc because the real model was probably put together by one guy in an afternoon at Google, and the rest of the time working was marketing).
Lots of companies are evaluating fine-tuning strategies for <60B LLMs. Such models can be efficient, private, cheaper and adapted to the use case. They may not be generalists like GPT-4, but you need them for scaling up usage on high volume calls on the same task if you don't want to have to pay a fortune to OpenAI.
For example a medical company can't use OpenAI because they are not allowed to send sensitive user data over external API. Same for processing confidential business data for B2B services.