This is a smart play. Models aren't going to be a moat, performance is too easy to replicate and all the big players (and even OSS) are following quickly behind. The only moat that will be stable is having something with network effects and adoption overhead, something that can grab eyes and has sticking power. This was probably the idea behind Sora (although it hasn't worked).

Filling the team with people who come up with novel and interesting ways to grab attention that could possibly create vendor lock-in is probably the goal.