Sure, we need better math, it is obvious.

Unfortunately, nobody at big companies know, what exactly math will win, so competition not end.

So, researchers will try one solution, then other solution, etc, until find something perfect, or until semiconductors production (Moore's Law) made enough semiconductors to run current models fast enough.

I believe, somebody already have silver bullet of ideal AI algorithm, which will lead all us to AGI, when scaled in some big company, but this knowledge is not obvious at the moment.