The latest Meta AI image-generation push is interesting because it is not just another model release.
It is a distribution move.
Put the model into the chatbot, the feed, creative tools, and ad workflows, and suddenly AI is not a product people seek out. It becomes part of the platform's default behavior.
That changes the debate.
The winners may be the companies that control:
- attention
- identity
- ad spend
- creator workflows
- recommendation systems
- payment and business tools
The model still matters, but the wrapper may matter more.
If that is true, open-source AI has to compete on practical distribution too, not just ideology or benchmark charts.
Are we underrating distribution as the real AI moat?
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