This is the issue I would be examining very closely if I ran a company based on subsidized AI models. It's not necessary for companies like OpenAI to go out of business to cause problems: the costs just need to go up to levels necessary to make AI vendors profitable, like what happened with Uber.
https://pluralistic.net/2023/12/19/bubblenomics/#pop
"Once investor subsidies dry up, will the real-world, non-hyperbolic applications for AI be enough to cover these running costs? ... "