Far be it from me to backseat drive for Sam Altman, but is the problem really that the core product needs improvement, or that it needs a better ecosystem? I can't imagine people are choosing they're chatbots based on providing the perfect answers, it's what you can do with it. I would assume google has the advantage because it's built into a tool people already use every day, not because it's nominally "better" at generating text. Didn't people prefer chatgpt 4 to 5 anyways?
ChatGPT's thing always seems to have been to be the best LLM, hence the most users without much advertising and the most investment money to support their dominance. If they drop to second or third best it may cause them problems because they rely on investor money to pay the rather large bills.
Currently they are not #1 in any of the categories on LLM arena, and even on user numbers where they have dominated, Google is catching up, 650m monthly for Gemini, 800m for ChatGPT.