I think you are right. Having somebody release service with claims of 10x efficiency rather knocks a hole in messaging about your super-large capex to deliver things. (I thought to the contrary but it's been pointed out to me you probably cannot deliver 10x (financial) outcome on that investment.)

I harp on a lot in HN about the value of adjectives, and words as simile. I look at "deep" and thinks its value is close to "nice" -it doesn't actually mean much more than "please like me"

I'd almost say belief that this is deep, is a .. "hallucination"

I think if you treat "deep" as a noun: It's "my company" flagging. This is OpenAI research. It's depth, is not defined as "deep"