I think this is missing the point that the very interesting article makes.
You're arguing that maybe the big companies won't recoup their investment in the models, or profitably train new ones.
But that's a separate question. Whether a model - which now exists! - can profitably be run is very good to know. The fact that people happily pay more than the inference costs means what we have now is sustainable. Maybe Anthropic of OpenAI will go out of business or something, but the weights have been calculated already, so someone will be able to offer that service going forward.
It hasn't even proven that, it's assuming a ridiculous daily usage, and also ignoring free riders. Running a model is likely not profitable for any provider right now. Even a public company (e.g alphabet) isn't obliged to honest figures since numbers on the sheets can be moved left and right. We won't know for a other year or two when companies we have today start falling and their founders start talking.