BS marketing aside, there is a real market for Cohere, GPT-3 and other large language model APIs. Tonnes of companies want to generate embeddings from text or perform other NLP tasks, without having to hire machine learning experts. Why handle the infrastructure, training data, and model training yourself? Let someone else handle that. POST your text and get an embedding vector back.
NLP is going the same way as the rest of "cloud", towards managed services. Plenty of companies will roll their own ML models. If NLP is a core part of your business it might make sense to hire a machine learning team. If NLP is just one small feature that might be scrapped in 3 months after an A/B test shows negative results, using a managed service is a no brainer.
There is market, I agree, but claiming "most powerful" in relation to embeddings and text generation is hard to believe. Just last week Google published PaLM, a 530B weights LM which seems to top GPT-3.
NLP is going the same way as the rest of "cloud", towards managed services. Plenty of companies will roll their own ML models. If NLP is a core part of your business it might make sense to hire a machine learning team. If NLP is just one small feature that might be scrapped in 3 months after an A/B test shows negative results, using a managed service is a no brainer.