To act like they were just responsible for the "UI parts" is ridiculous.
Product-wise, however, it's looking like good enough AI is being commoditized at the pace of weeks and days. They will be forced to compete on user experience and distribution vs the likes of Meta. So far OpenAI only managed to deliver additions that sound good on the surface but prove not to be sticky when the dust settles.
They have also been very dishonest. I remember Sam Altman said he was surprised no one built something like chat GPT before them. Well... people tried but 3rd parties were always playing catch-up because the APIs were waitlisted, censored, and nerfed.