Imagine yourself the CEO of a big AI company. It takes about a month to develop and train a model, so you release a new model every month. A startup says they can 10x your efficiency. What does that get you? You can't release a new model every three days. You can't 10x R&D either. You definitely can't tell investors that you are growing at the same rate, but selling off assets and cancelling purchasing contracts. So you just never improve efficiency enough to use less energy than the previous model version.
I don't believe this is actually happening.