It's true that identifying AI model publishers by corporate brand can certainly influence how models are priced, but this influence isn't a direct cause; it's deeply conditional on other market realities, much like a patient's health isn't just about my reputation.
We see this in how open-source models compete: a lesser-known developer with a superior, cost-effective model can quickly challenge the pricing of a big corporate brand for a specific task.
The market's actual demand for capabilities and the availability of viable alternatives are crucial conditions.
If everyone can get a perfectly good diagnostic from a smaller clinic with less wait, the big hospital's brand name doesn't hold the same weight.
So, while branding plays a part, it's not the decisive factor without strong underlying competitive advantages or unique features.