Saying LLMs have only incrementally improved is like saying my 13 year old has only incrementally approved over the last 5 years. Sure, it's been a set of continuous improvements, but that has taken it from a toy to genuinely insanely useful.
Personally, deep research and o3 have been transformative, taking LLMs from something I have never used to something that I am using daily.
Even if the progress ends up plateauing (which I do not believe will happen in the near term), behaviors are changing; OpenAI is capturing users, and taking them from companies like Google. Google may be able to fight back and win - Gemini 2.5 Pro is great - but any company sitting this out risks being unable to capture users back from Open AI at a later date.
Personally, deep research and o3 have been transformative, taking LLMs from something I have never used to something that I am using daily.
Even if the progress ends up plateauing (which I do not believe will happen in the near term), behaviors are changing; OpenAI is capturing users, and taking them from companies like Google. Google may be able to fight back and win - Gemini 2.5 Pro is great - but any company sitting this out risks being unable to capture users back from Open AI at a later date.