Plugins were a failure. GPTs are a little better, but I still don't see the product market fit. GPT-4 is still king, but not by that much any more. It's not even clear that they're doing great research, because they don't publish.
GPT-5 has to be incredibly good at this point, and I'm not sure that it will be.
I've been anti-Google for a while now so I'm not biased.
I don't think openAI have this sown up.