OAI has a billion users. They can train the model directly against the metric of how often those users use the model. (mutate it many times, test which one works best, keep that, repeat). The model would (did) learn to be sycophantic and persuade the user to keep talking with it by constantly suggesting new things. The hype only makes this easier for them because it leads to people believing that the model is super-credible and trustworthy. They do this because it is easy and it makes them money.