They have the consumer market but want the enterprise market, because it's a lot more lucrative, so they're probably going to just keep chasing that even though there's no signs they'll stop losing to Anthropic. They don't need to do that much to keep the consumer market because of momentum.
Questionable whether the enterprise market really is the most lucrative. The biggest of big tech all have significant revenue from the consumer market. Compare Apple, Google, Meta, to IBM, Salesforce, ServiceNow.