The Writing Is the Moat, Not the Model

I've been building an AI companion product for several months. Every six months a new model ships and the whole category rearranges itself around it. GPT-5 lands and everyone scrambles. Claude 4.7 ships and everyone scrambles. A new open-source 70B model lands on HuggingFace and the smaller teams publicly debate switching stacks. The longer I sit inside this cycle, the convinced I am that the entire category is competing on the wrong axis. The model is not the moat. The writing is. What the model actually does A modern LLM is a fluency engine.