I think it's pretty trivial to imagine ways in which they could've done better. For example, if you genuinely believe some tech has a 10% chance to destroy everyone alive, stop fucking developing it. There is no scenario where it is remotely acceptable to pursue such a risky goal. Amodei is either too stupid to see that, in which case he can't be trusted with anything sharper than a butter knife, or he's too evil to care about the risk, in which case he can't be trusted with anything at all. Or, more likely, he's lying to hype up his company, in which case he's a fraudster.

It's similarly easy to come up with "what Altman should do better". The dude is a genuine sociopath in charge of a company trying to make everyone's lives worse off in order to enrich him and his investors. It doesn't get much worse behaved than that.

If you impute its bog standard marketing/hyping, its the least evil and most mundane possible things you can expect in owners of such powerful tech. Your imagination is weak. Imagine if the owner was a Christian nationalist or Muslim fundamentalist as some examples.