Every AI Subscription Is a Ticking Time Bomb for Enterprise
117 points
3 hours ago
| 24 comments
| thestateofbrand.com
| HN
evo_9
24 minutes ago
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Every AI subscription is a ticking time bomb for the frontier provider; within a few years we will be running local models as good as today’s frontier models with almost no cost burden. The floor will fall out of the enterprise market for all the frontier companies.
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adamgordonbell
14 minutes ago
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Or put another way, the frontier models are very quickly deprecating assets, because of the competition in the market.

They have to keep getting better to stay ahead of each other and open weight.

Which means it's the opposite of a timebomb, the article has it completely backwards, tokens at current level of reasoning will continue to get cheaper.

Extended discussion on this topic:

https://corecursive.com/the-pre-training-wall-and-the-treadm...

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airstrike
4 minutes ago
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[delayed]
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Sharlin
1 hour ago
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I think I'm going to puke if I see one more "It's not X. It's Y." phrase or the word "load-bearing" used metaphorically.
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HarHarVeryFunny
31 minutes ago
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I guess the good news may be that if/when there is a major pricing correction, that many of the people using free or $20/mo subscriptions to generate social media commentary may balk at the real cost and go back to writing it themselves.

One can at least hope.

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GolfPopper
8 minutes ago
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>if/when there is a major pricing correction

Github Copilot moves to usage-based billing in two weeks.[1]

1. https://github.blog/news-insights/company-news/github-copilo...

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the_gipsy
56 minutes ago
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It's not metaphorical. It's load-bearing.
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tverbeure
15 minutes ago
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Keep these comments coming. This matters.
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cpeterso
47 minutes ago
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Or describing something as “the unlock”.
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knollimar
47 minutes ago
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load bearing has snuck into my vocabulary, but I work with construction workers so it's slightly more intuitive I guess? :/
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Polizeiposaune
11 minutes ago
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I definitely heard it semi-frequently from SRE types well before the rise of LLMs.

LLMs are just parroting relevant documents they've assimilated.

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baal80spam
1 hour ago
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Managers in my org love using it in "their" Slack messages.
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criley2
42 minutes ago
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I've come to realize that folks are including "ai-slop" in their ~public use of AI to intentionally signal to others that they're using AI. To some, that signal results in revulsion. To others, that signal results in approval. In my opinion, the approval signal comes from investors, board members, c-suite, and now management. They want us to use AI? Let's make sure they know we are.
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ai_slop_hater
30 minutes ago
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I used to think that signalling that I am not using AI would be a good thing, and that people would appreciate that, but now all my public profiles are AI.
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cbold
1 hour ago
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It is not human language. It's AI slop!
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returnInfinity
2 hours ago
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Brad Gerstner confirmed that tokens aren't being sold at a loss. Whatever the formula, API + Subscription split, the companies are making a profit on net token sale.

They maybe running at loss after all the salaries and stock comp, but tokens are in profit now.

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utopiah
1 hour ago
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It's like witnessing a rocket using the most powerful engine on Earth then once it escaped orbit turn off the engine and said "It is flying without power!".

Yes, sure, right now it is ... but that's NOT how it got here.

There are trillions invested to recoup and at most billions in sales. It doesn't add up to tokens making a profit any time soon.

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StevenWaterman
49 minutes ago
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The problem is, people see "they're not profitable once you account for training" and equate that to "AI will go away soon"

But if all the AI companies stopped training new models, they would all instantly become profitable (and stick around)

The thing that makes them unprofitable, is having to compete (which means training models). If / when enough companies exit the market, the cost to compete goes down and you end up in an equilibrium

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notahacker
35 minutes ago
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Sure, but if companies don't exit the market and FOSS alternatives don't end up being unable to get near them in quality, they have to keep spending on training. And conversely, if the market becomes uncompetitive and FOSS sucks, the winners of the AI arms race are very strongly incentivised to stick their prices up anyway...
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JumpCrisscross
30 minutes ago
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> if companies don't exit the market and FOSS alternatives don't end up being unable to get near them in quality, they have to keep spending on training

Eh, the AI companies still have lots of datacentres. For the guys who funded with equity, they could collapse down to just running those as utilities. (For the guys who funded with debt, they'd have to restructure.)

From the customer's perspective, this situation shouldn't result in a cost spike. (Consolidation, on the other hand, would. But that's a separate argument from the one the article attemptes to make.)

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InsideOutSanta
17 minutes ago
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That's all true, but that ends badly for us either way. If there's competition, training must continue, which must eventually be reflected in pricing.

But if there's no more competition, there's no more incentive to keep prices low, which will also be reflected in pricing.

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JumpCrisscross
39 minutes ago
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> There are trillions invested to recoup and at most billions in sales. It doesn't add up to tokens making a profit any time soon

But this isn't "a ticking time bomb for enterprise." It's an issue for the AI companies' investors.

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shimman
33 minutes ago
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Good thing the entire nation's economic growth outlook isn't tied to these companies then. For a second I thought we had a potentially dangerous situation on how we misappropriated trillions of capital.
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airstrike
32 seconds ago
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[delayed]
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alkyon
25 minutes ago
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Not really, because investors will sooner or later want to see real returns on what they invested. Tokens are suddenly not dirt cheap and enterprises are screwed.

It's like selling dope, once they're addicted, a dealer could turn the screw on them

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mpyne
21 minutes ago
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That's why it's an issue for investors. Their investment may not payout. But the things that were built will still have been built and available to sell for related purposes, the models that were trained will still be trained, and so on.

If things don't end up working out a lot of people have already been (and in the future will be) paid. It's the investors that will lose out, not the subscriber.

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cryo32
1 hour ago
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They aren't being sold at a loss but they aren't being sold at enough to cover the current losses and the costs. The losses are being passed around in some fucked up circular funding mess which will inevitably collapse into a debt crisis at some point.
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ainch
1 hour ago
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Tokens can be sold at profit, but 70% of compute expenditure goes to R&D and model training[0]. Inference needs to cover all of that as well as being profitable in a vacuum.

[0] https://epoch.ai/data-insights/openai-compute-spend

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ml_basics
36 minutes ago
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this will change as inference demand increases (which is happening right now faster than many people expected)
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gobdovan
33 minutes ago
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Do you think it will be the case for the Claude Code/Codex tokens as well? I think those are heavily subsidized, but they're the only ones I find real value in.
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malshe
27 minutes ago
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In other words, AI companies have positive earnings before expenses
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m0llusk
1 hour ago
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That isn't enough. Over time the need for growth and increasing profits will squeeze existing margins.
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hypercube33
1 hour ago
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I think for a while this is possible - the models definitely aren't as efficient as they can be as we've seen a lot of promising papers over the last year about how people are changing pieces and parts to do more with less. None of it has come to market yet that I'm aware of so for now it's just a hope I suppose but things like Opus definitely burn a ton of compute to be the leader in benchmarks but the gaps are closing.
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riddlemethat
1 hour ago
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Open source models apply pressures on the low end of the market. The paid models are so much better that they can charge based on value for enterprises.
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InsideOutSanta
20 minutes ago
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I wouldn't call Kimi K2.6, GLM5.1, DS4 or newer Qwen models "low end". I prefer GPT5.5, but if it disappeared tomorrow, I'd be perfectly fine with any of these chinese models.
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rglullis
1 hour ago
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Have you used any of the recent models? My experience with GLM 5.1 does not make me miss Opus at all.
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iLoveOncall
2 hours ago
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He's an interested party. His investments are worth a lot more if he says that tokens are sold at a profit. I don't understand how anyone would trust him?
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wqaatwt
1 hour ago
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There are plenty of various providers on OpenRouter serving very large Chinese models like GLM for a fraction of what OpenAI/Anthropic. Presumably they are making a profit.

It’s unlikely that Claude is proportionally that bigger and more expensive to serve so profit margins on inference must be pretty decent

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sarchertech
1 hour ago
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Do we know they are making a profit though? They could be subsidizing use to build market share the same way. They might not have billions, but at the volumes they are selling maybe they’ve got the cash to do it.

Even if they are “profitable” how many Uber drivers are “profitable” because they aren’t correctly calculating asset depreciation. Maybe these guys are doing the same thing.

Maybe it’s a lot of people who already had GPUs for crypto mining, and they’ve moved over to this, so that if they need to grow and buy new GPUs the costs would dramatically grow.

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mvanbaak
1 hour ago
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also, it's very much possible that the chinese companies get heavy investments from the state. Since it's very hard to get this info we have no idea wether they really make a profit or not.
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throwaway-away
27 minutes ago
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I agree, and find that very plausible. I mean, for the CCP a few billions to subsidize domestic AI companies is a tiny investment with a potential huge payoff. It prevents (or at least make it harder for) US companies to build a monopoly on LLM tech and it could help popping the bubble which would weaken the US economy. In fact, if I remember correctly, the AI infrastructure build-out is what is keeping the US from a technical recession.
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mpalmer
2 hours ago
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This is the sort of uncritical thinking that inflates bubbles in the aggregate.
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wqaatwt
1 hour ago
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Compared to the inference prices for open models it’s highly unlikely OpenAI/Anthropic are not making decent amounts of money from inference.

How many times bigger could Opus be than GLM or Kimi, it’s certainly not proportional to the price

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mpalmer
1 hour ago
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    it’s highly unlikely OpenAI/Anthropic are not making decent amounts of money from inference.
Based on what? Why are we all whispering about how profitable all this is? It is the absolute last thing these firms would keep secret.
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JumpCrisscross
37 minutes ago
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> Why are we all whispering about how profitable all this is?

Nobody is whispering about anything. Everyone is loudly assuming what's convenient for their thesis. Even if you have access to the books, the accounting isn't straightforward–there are yet insufficient data for a meaningful answer.

> It is the absolute last thing these firms would keep secret

If you find an optimisation strategy that you don't think your competitors have, you absolutely keep your margins secret for as long as possible. Knowing something is possible is the first step to making it so.

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clearstack
11 minutes ago
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MSFT, GOOGL, META are spending $60-100B+ annually on AI infra partly to own the cost floor. the moat isnt the model, its the infrastructure.
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rvcdbn
1 hour ago
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Article is mistaken these subs are not available to businesses. Companies are paying much closer to API prices. The strategy is to get you accustomed to infinite tokens on your personal sub and bet that behavior transfers to work.
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1123581321
43 minutes ago
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They are available. Seats for team or enterprise plans cost more than the retail prices, but they are fixed prices with resetting usage limits. You can assign seats to members that are the equivalent of $20/$100/$200/mo plans.

You can also do everything metered. There are multiple ways to buy.

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pureliquidhw
30 minutes ago
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Who is selling these with enterprise trappings? What you're describing evaporated 2+ months ago. Everything is metered for enterprise users now. If there happens to be a stray vendor offering this I'd wager 2 things. 1) it's about to be phased out. 2) model limits will be in place so even that $200 plan won't go very far.
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photon_collider
52 minutes ago
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Yeah, I was confused about why it was talking about subscriptions for enterprise. The company I work at is billed on API usage.
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plombe
57 minutes ago
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Looks more like AI slop with paragraphs like these; > The pattern is identical across the board. Price for adoption, not for economics. Lock organizations in. Make AI a load-bearing part of every team's daily workflow. Worry about the bill later.
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imsofuture
1 hour ago
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Not only that, but the API rate amounts being pearl clutched over in the article are still relatively trivial. 10k a month is not nothing, but when 10k a month enables a team of ~10-20 engineers, that's pretty good leverage.
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andyfilms1
29 minutes ago
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Replacing your workers with AI:

--You lose control over their "salary"

--You lose control over their "schedule"

--Your company becomes reliant on another party that does not share your interests or values, and can stop working for you on a whim for any reason

But AI is definitely good and trade unions are definitely bad, apparently...

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fwipsy
1 hour ago
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Disclaimer: didn't finish tfa, so obviously AI even I could tell.

Perhaps OpenRouter can be used as a benchmark for commodity cost to serve AI. I keep hearing it's better value than Claude, which suggests to me that either Anthropic is especially inefficient for some reason, or they're turning a profit on inference. They could be losing money on training, but I suspect that's just part of the cost of staying a leading lab. If any single one goes under due to debt etc. then companies can just switch?

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jeswin
1 hour ago
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Since we can't reliably detect AI generated crap, I think it makes sense to penalize their submission. I say this as a generally pro-AI person.
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fg137
1 hour ago
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Why does the author assume that enterprises use subscriptions?

Many companies use models deployed on Azure/Bedrock etc are already paying based on usage (often with discounts).

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stego-tech
1 hour ago
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Not SMBs and SMEs. Big Enterprises would generally be using API buckets or Enterprise-specific consumption models via sales teams and contracts, but most companies would default to subscription tiers - either due to shadow IT paying out of pocket for subscriptions to duck corporate IT, or because they’re too small to negotiate rates and API buckets, or because their IT teams lack the skills needed for the same.

Remember that enthusiasts leaning on API keys and large enterprises are the exception, not the norm, and even some large customers may lean on subscriptions for at-scale adoption and wait for teams to report hitting usage caps before buying more token buckets. Subscriptions are predictable, reliable, and above all else a contractable way to acquire service.

Truth be told, this has been my red flag in orgs and with peers elsewhere for several years, now. Those orgs leaning on subscriptions are in for a nasty surprise within a year or two (like the author, I predict sooner than later), especially if those subscriptions power internal processes instead of AI buckets.

Hell, this is why I think there’s a sudden focus on the “Forward Deployed Engineer” nonsense role: helping organizations migrate from subscriptions to token buckets for processes so the bill shock doesn’t send them running away screaming.

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exabrial
1 hour ago
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Eventually, after the seed funding is spent, you will have to pay the real cost of the coal used to power your queries.

The best course of action is to take advantage of subsidy for awhile, but not integrate is so deeply one can’t retreat. You’ll still have full productivity, just be cognizant of the reality of the situation.

Hopefully the market eventually collapses to where companies are hosting their own inference, and you simply lease a model package to run on your own (or rented ) specialty hardware.

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sunaookami
21 minutes ago
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Isn't EVERY subscription and SaaS a ticking time bomb for enterprise?
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babajabu
1 hour ago
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Even if they are momentarily losing money it’s important to note the value add they are providing.

If you increase the price, the value is still astronomical in comparison.

Companies need to find a way to leverage local models in tandem with frontier models to offset the costs.

It’s all about targeting specific workloads with the appropriate AI. These tools are not sentient beings they are tools that need to be properly configured to match the job at hand.

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4aslk19
1 hour ago
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You could use "git clone" or Wikipedia for free. If you mean the value of propagandizing gullible people, yes, there is "value".
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paoliniluis
1 hour ago
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The FED will print to infinity as the US gov can’t stop spending, mostly all of that money will keep going to the only industry that’s growing and provides crazy returns for family offices and VC’s right now which is AI. I don’t agree with the authors opinion here as the “time bomb” timer is simply the entire world buying US debt here, which won’t happen in the short/medium term
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smoghat
53 minutes ago
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How do the owners of that site correlate this with their business model, which is to use AI to write articles like this one, so as to get clients in the news?
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kamranjon
33 minutes ago
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It feels like they just pointed an AI model at Ed Zitron’s blog and asked it to make a super engaging and viral post.
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JumpCrisscross
41 minutes ago
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> A knowledge worker running a few hours of Claude daily, uploading documents, drafting reports, analyzing data, can easily burn through several million tokens per week. At API rates, that same workload runs somewhere between $200 and $400 a month per seat. Some power users push well beyond that. But on a Pro subscription, the company is paying $20 per head. Anthropic is not the only one eating this cost.

What? Anthropic's costs aren't the API rate. The article never attempts to estimate that cost, which renders its thesis tautology.

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gizmodo59
1 hour ago
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Inference is profitable. Companies lose money because:

1. Training is expensive. Not just compute but getting the data, researchers salaries etc 2. You have to keep producing new models to ensure people use your inference and there seems to be no end to this. So they have to pour more billions to keep the cycle going on 3. People salary and other admin cost are not that high compared to 1 and 2.

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atq2119
1 hour ago
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Inference at per-token pricing is profitable.

The article's point is that if you're relying on flat fee subscriptions, a rude awakening may be coming. That seems plausible to me. Issues around token quotas are a frequent topic on HN.

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fg137
1 hour ago
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So? How does it change the equation?

Nobody is going to charge "inference price" for model usage.

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hibikir
59 minutes ago
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Given that it is no a monopoly, and changing providers is very easy, it's not going to be all that easy for anyone to charge a lot more than inference price. It's not someone in cloud A, facing huge costs to migrate to cloud provider B.
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einrealist
1 hour ago
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Those price increases will increase the pressure to use cheaper / free models (commoditization), thus cutting into the revenue projections of the frontier model vendors. Its going to be exciting to see what happens to these huge investments and valuations.
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fg137
1 hour ago
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> increase the pressure to use cheaper / free models

Not necessarily. Many factors go into what models are available at enterprise level. If you look around, not many companies (everywhere around the world) use DeepSeek models even though they are significantly cheaper.

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Jcampuzano2
1 hour ago
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I think part of this is due to the fact that the closest competition cheap but comparable intelligence models are all mostly Chinese models.

Think what you want but even when hosted in the US, at the enterprise level going all in on that would be a legal and/or political death sentence.

We need better open source/cheap but high intelligence western models that are proven to work well in agent if tooling and have strong legal agreements for enterprise to even consider it.

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oldspleen
42 minutes ago
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every infra wave starts with land-grab pricing and ends with metered billing, AI is just running the cycle in 18 months instead of 10 years
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542458
2 hours ago
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I’ve said this before on HN, but there are two things that make me optimistic that we won’t see a big rug pull where price-to-capability ratio skyrockets relative to today:

* People keep finding ways of cramming more intelligence into smaller models, meaning that a given hardware spec delivers more model capability over time. I remember not that long ago when cutting edge 70B parameter models could kinda-sorta-sometimes write code that worked. Versus today, when Qwen 27BA3B (1/23 of the active parameters!) is actually *fun* to vibe code with in a good harness. It’s not opus smart, but the point is you don’t need a trillion parameters to do useful things.

* Hardware will continue to improve and supply will catch up to demand, meaning that a dollar will deliver more hardware spec over time. Right now the industry is massively supply constrained, but I don’t see any reason that has to continue forever. Every vendor knows that memory quality and memory bandwidth and the new metrics of note, and I expect to start seeing products that reflect that in a few years.

I hope that one day we’ll look back on the current model of “accessing AI through provider APIs” the same way we now look back on “everyone connecting to the company mainframe.”

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ainch
1 hour ago
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The price for a given level of capability will fall, but the frontier has recently been getting more expensive. If you compare GPT-5 to GPT-5.5 on the Artificial Analysis benchmark, it's ~4x more expensive, but achieves a higher score. Claude 4.7 is also more expensive than predecessors because of a tokenizer change.

As the AI labs become more reliant on enterprise adoption, it makes sense to push capabilities at a cost that makes sense for businesses. Even if it prices out consumers or hobbyists.

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garrickvanburen
1 hour ago
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I agree.

Between: more efficient models - tuned for the task at hand, the ability to run those models in-house, or even at the edges, plus Google and Microsoft are well positioned to stay ambivalent as they’ve got lots of products to sell and whether or not LLMs are part of the portfolio mix is completely dependent on enterprise customer demand.

Anthropic/OpenAI have a number of aggressive downward pressures on their pricing.

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zephyreon
1 hour ago
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Aside from the obvious fact that this is AI slop, the author (prompter?) doesn’t consider the R&D of AI itself. Efficiency gains, more compute, etc.

We all know every frontier AI lab is heavily subsidizing usage, and so do all of the VCs & CEOs funding them.

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ghusto
1 hour ago
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TL;DR to save you time:

1. GenAI companies are making a loss in order to gain adoption and later lock-in

2. ???

3. They're going to cash-in soon and start milking you now that business critical systems rely on GenAI

The "???" denotes a complete failure to offer compelling arguments that link 1 and 3.

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add-sub-mul-div
1 hour ago
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We popularized the term "enshittification" so we wouldn't have to keep explaining this.
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dmazin
1 hour ago
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As a few commenters already pointed out, IME enterprises aren't paying for subscriptions. They're paying per token.

But also... is this shit AI written? I'm so tired of this.

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PKop
1 hour ago
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> is not a rounding error. It is

Who said it was?

> Pull out the napkin. This matters.

The article wouldn't exist if you didn't think it mattered, just tell us why.

> the question is not whether they got a good deal. The question is

Who said that was the question?

> This Is Not One Company's Problem

Who said it was?

Stop telling us what thing aren't, just speak like a normal human and convey your own thoughts. It's an insult to your audience to throw constant AI slop at them.

> thousands of companies have woven AI subscriptions deep into their operations. Marketing teams draft copy through ChatGPT Plus.

Yea I bet you do..

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megadopechos
1 hour ago
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After reading the third "rounding error" phrase I quit.
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jqpabc123
2 hours ago
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It is "bait and switch" --- done on an industrial scale.
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