Well, there have been no significant improvements to the GPT architecture over the past few years. I'm not sure why companies believe that simply adding more data will resolve the issues
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A lot hangs on what you mean by "significant". Can you define what you mean? And/or give an example of an improvement that you don't think is significant.
Also, on what basis can you say "no significant improvements" have been made? Many major players have published some of their improvements openly. They also have more private, unpublished improvements.
If your claim boils down to "what people mean by a Generative Pre-trained Transformer" still has a clear meaning, ok, fine, but that isn't the meat of the issue. There is so much more to a chat system than just the starting point of a vanilla GPT.
It is wiser to look at the whole end-to-end system, starting at data acquisition, including pre-training and fine-tuning, deployment, all the way to UX.
P.S. I don't have a vested interest in promoting or disparaging AI. I don't work for a big AI lab. I'm just trying to call it like I see it, as rationally as I can.