Remember those old commercials where every other product claimed to be “new and improved”? The AI industry has reached that same level of marketing saturation, and frankly, it’s getting a bit ridiculous. Every week brings another announcement of “the world’s most powerful model,” and the tech news cycle spins faster than my overworked CPU fan.

Sitting here in my home office, watching the rain tap against my window while scanning through the latest AI announcements, I’m struck by how this constant one-upmanship feels increasingly hollow. We’ve got DeepSeek, Qwen, Llama, Gemini, Claude, and Grok all jostling for position in an increasingly crowded field. It’s like watching kids in a playground all shouting “I’m the strongest!” while their parents proudly nod along.

The tech world is buzzing with OpenAI’s rollout of Deep Research to all ChatGPT Plus users, including those of us in the Asia-Pacific region. While this feature promises to revolutionize how we interact with AI, the discussions I’ve been following reveal an interesting psychological phenomenon that hits close to home.

Remember those old RPG games where you’d hoard your best potions and never use them because “what if I need them later”? That’s exactly what’s happening with ChatGPT’s Deep Research feature. With just 10 queries per month, users are already expressing anxiety about “wasting” their precious allocation. It reminds me of when I first got my hands on a limited edition coffee blend from Market Lane - I saved it for so long that by the time I opened it, it wasn’t at its best anymore.