1. Stay just a tiny bit ahead of rivals. It's clear that OpenAI have much much more in the bag than the stuff they're showing. I'm guessing that DARPA/Washington has got them on a pretty tight leash.
2. Drip feed advances to avoid freaking people out. Again while not allowing rivals to upstage them.
3. Try to build a business without hobbling it with ethical considerations (ethics generally don't work well alongside rampant profit goals)
4. Look for opportunities to dominate, before the moat is seriously threatened by open source options like Llama. Meta has already suggested that in 2 months they'll be close to an open source alternative to GPT4o.
5. Hope that whatever alignment structures they've installed hold in place under public stress.
Horrible place to be as a pioneer in a sector which is moving at the speed of light.
We're on a runaway Moloch train, just gotta hang on!