Yeah, I think the company that opens up a bit of the black box and open sources it, making it easy for people to customize it, will win many customers. People will already live within micro-ecosystems before other companies can follow.
Currently everybody is trying to use the same swiss army knife, but some use it for carving wood and some are trying to make some sushi. It seems obvious that it's gonna lead to disappointment for some.
Models are become a commodity and what they build around them seem to be the main part of the product. It needs some API.