Plugins are in theory good, but the hurdle to developing and deploying them combined with only being able to use them with a subscription was kind of a killer.

GPTs are also pretty good, and being able to invoke them in regular chat is also handy, but the lack of monetization and the ability to easily surface them outside of chatgpt is also kind of a problem. These problems are more fixable than the plugin issue IMO since I think the architecture of plugins is a limiting factor.