Databricks is trying to go all-in on convincing organizations they need to use in-house models, and therefore pay they to provide LLMOps.
They're so far into this that their CTO co-authored a borderline dishonest study which got a ton of traction last summer trying to discredit GPT-4: https://arxiv.org/pdf/2307.09009.pdf
I can see a business model for inhouse LLM models: Training a model on the knowledge about their products and then somehow getting that knowledge into a generally available LLM platform.
I recently tried to ask Google to explain to me how to delete sender-recorded voice-message I had created from WhatsApp. I got totally erroneous results back. Maybe it was because that is a rather new feature in WhatsApp.
It would be in the interests of WhatsApp to get accurate answers about it into Google's LLM. So Google might make a deal with them requiring WhatsApp to pay Google for regular updates about the up-to-date features of What's App into Google. The owner of What's App Meta of course is competition to Google so Google may not much care of providing up to date info about WhatsApp in their LLM. But they might if Meta paid them.
They're so far into this that their CTO co-authored a borderline dishonest study which got a ton of traction last summer trying to discredit GPT-4: https://arxiv.org/pdf/2307.09009.pdf