It's what basically every other AI tool wants to do, because building and operating LLM's at this scale is horrifically expensive.
So let them do it. Those that want these tools will pay, and the 99.999% of people that don't give a fuck about AI can just continue as normal.
Hell, if Google want to deshitify their search by removing the ML nonsense they've been loading into it for the last decade or so, even better! Let me pay for that too, and I'll pay them exactly nothing.