I would guess that it's hard to compete with Google without a consumer component. Most enterprises already have contracts and policies with Google, so anything

I would guess that it's hard to compete with Google without a consumer component. Most enterprises already have contracts and policies with Google, so anything driven from the top-down is likely to prefer Google. (And failing that, there was a real risk for OpenAI to be the default for enterprises.) To defeat that, you need to frontline employees the chance to experience better tooling and models which is where the subsidized subscriptions come in.