> Each of the main providers could easily use 10x the compute tomorrow (albeit arguably inefficiently) by using more thinking for certain tasks.

That's true for everyone with regard to any resource.

The question is whether the 10x increase in resources results in 10x or more increase in profit.

If it doesn't then it doesn't make sense to pay for the extra resources. For AI right now, the constraint is profit per resource unit, not number or resource units.