inflating the numbers on revenue is pretty easy. it's why the phrase 'revenue is vanity, profit is sanity' exists. these companies have already done it (cloud partner billings), are still doing it. how much of that is consumer spending? presumably very little, it's why they want to integrate into _existing services_ (like healthcare apps) with already existing users. it can't stand on its own. case in point: Sora

> After a splashy launch, Sora’s worldwide user count peaked at around a million and then collapsed to fewer than 500,000. Meanwhile, the app was burning through roughly $1 million every day — not because people loved it but because video generation is so costly to run.