What Openai has done time and time again is completely change the landscape when the competitors have caught up and everyone thinks their lead is gone. They made image generation a thing. When GPT-3 became outdated they released ChatGPT. Instead of trying to keep Dalle competitive they released Sora. Now they change the game again with live audio+video.
That's only really true on the surface. So far the template is: amazing demos create hype -> once public it turns out to be underwhelming.
Sora is not yet released and not clear when it will be. Dall-e is worse than mid-journey in most cases. GPT-4 has either gotten worse or stayed the same. GPT-4 vision is not really usable for anything practical. Voice is cool but not that useful, especially with lack of strong reasoning from the base model.