It seems like the points you're making are in support of the statement you are quoting - if most people don't know the concept of an LLM or a provider, why would that make it difficult for them to switch? Seems like ChatGPT's only competitive advantage here if I am understanding what you wrote correctly is name recognition. If ChatGPT's "game" to lose here is just staying relevant in the public consciousness, it would appear to me that the main point of this article, that building LLM's is not going to be a great business, is largely correct. I would expect a company such as OpenAI with such fantastic claims they make to have some kind of technical advantage over their competitors.