As TechCrunch AI outlines, the real story here is the industry-wide shift toward a services-heavy model, which may reveal a fundamental tension in the AI market. While vendors tout the transformative power of their models, the reported scramble to embed engineers suggests the technology remains too complex for most companies to deploy independently. This pivot could be a savvy lock-in strategy, but it also arguably exposes a weakness: if the core product were truly seamless, such an extensive consulting arm might not be necessary. The success of these ventures will likely hinge less on the AI itself and more on old-fashioned consulting execution and client relationships.