"tech companies", "companies [who] control the models", "whoever"

To be more discrete, patchwork alliances of elites stretching decades and centuries back to concentrate power. Tech companies are under the thumb of the US government and the US government is under the thumb of the elites. It's not direct but it doesn't need to be. Many soft power mechanisms exist and can be deployed when needed e.g. Visa/Mastercard censorship. The US was always founded for elites, by elites but concessions needed to be made to workers out of necessity. With technology and the destruction of unions, this is no longer the case. The veracity of this statement is still up for debate but truth won't stop them from giving it a shot (see WW2).

"Whoever can get the most stories into the heads of the masses runs the world."

I'd argue this is already the case. It has nothing to do with transformer models or AGI but basic machine learning algorithms being applied at scale in apps like TikTok, YouTube, and Facebook to addict users, fragment them, and destroy their sense of reality. They are running the world and what is happening now is their plan to keep running it, eternally, and in the most extreme fashion.