I feel like Deepseek had such good media reception, and SOTA models are so close that "GPT4x performance at y% the price" is an easy tagline that companies will be using in the coming 6 months. It's an easy goal to achieve because of diminishing returns in compute and game-able benchmarking, cherry-picking, distilling etc.

Not to say there can't be actual interesting improvements in performance/cost, but in many cases it will be more of a marketing angle.