I know of multiple businesses in Europe that have been doing that for a while with 70B models, and are upgrading hardware to run the new crop of 700B-1T models (really started around Kimi K2, but buying and hosting that kind of hardware takes time)
Not everyone is willing (or even legally able) to send their trade secrets to OpenAI or Anthropic
What kind of hardware/price does it take to run those?
While certainly there are such cases with trade secrets, it's worth noting that even large banks typically have a provider like Azure or AWS onboarded.
There they can deploy these models while using the existing legal frameworks.