My guess is that Google/OpenAI are eyeing each other - whoever does this first.
Why would that work? It's a proven business model. Example: I use LLMs for product research (e.g. which washing machine to buy). Retailer pays if link to their website is included in the results. Don't want to pay? Then redirect the user to buy it on Walmart instead of Amazon.
In addition to L1, O1 is also often gamed. $100K for H1B is mostly "posturing" at this point, as voters don't know about other options.