I think they could release non-agentic models that are as good as 4o, and have almost no repercussions on sales tbh.
I have Ollama installed (only a small proportion of their clients would have a large enough GPU for this) and have download deepseek and played with it, but I still pay for an OpenAI subscription because I want the speed of a hosted model, and never mind the luxuries of things like Codex's diffs/pull request support, agents on new models, deep research etc. - I use them all at least weekly.
I have Ollama installed (only a small proportion of their clients would have a large enough GPU for this) and have download deepseek and played with it, but I still pay for an OpenAI subscription because I want the speed of a hosted model, and never mind the luxuries of things like Codex's diffs/pull request support, agents on new models, deep research etc. - I use them all at least weekly.