If they can convince the money hose that they just need one more OOM of compute bro, they can keep vacuuming infinity dollars. The incentive is obviously there for any amount of lying, but at some point, I assume even the most braindead investors will start asking around if this really is the only game in town.
Or maybe they won't, which would be an admission against the core tenet of capitalism, but this has been a crazy year, and it's only january. :/
There are companies doing "cool-sounding" things with AI like Waymo. "Good" would require more definition.