Maybe there are diminishing returns on improving quality, so they're trying to improve the efficiency at a given quality level instead? There is a lot value to

Maybe there are diminishing returns on improving quality, so they're trying to improve the efficiency at a given quality level instead? There is a lot value to producing results instantly, but more importantly efficiency will allow you to serve more users (everyone is bottlenecked on inference capacity) and gain more users thanks to winning on pricing.