Who is they? Even if Anthropic doesn’t have incentive to run their models on your phone (but really why wouldn’t they?), Apple, Google, and Samsung do. And DeepSeek was very much a something. It was a something that demonstrated the barrier to entry can be at least an order of magnitude lower than previously thought. LLM technology is easily commoditized, and moat building will be difficult. Supply and demand is doing just what you would expect.