consider this paragraph from the Wall Street Journal:
DeepSeek said training one of its latest models cost $5.6 million, compared with the $100 million to $1 billion range cited last year by Dario Amodei, chief executive of the AI developer Anthropic, as the cost of building a model.
you're arguing to me that they technically didn't lie -- but it's pretty clear that some people walked away with a false impression of the cost of their product relative to their competitors' products, and they financially benefitted from people believing in this false impression.
"the media sucks at factchecking DeepSeek's claims" is... an interesting attempt at refuting the idea that DeepSeek's claims aren't entirely factual. beyond that, intentionally presenting true statements that lead to false impressions is a kind of dishonesty regardless. if you mean to argue that DeepSeek wasn't being underhanded at all and just very innocently presented their figures without proper context (that just so happened to spurn a media frenzy in their favor)... then i have a bridge to sell you.
besides that, OpenAI is very demonstrably pissing away at least that much money every time they add one to the number at the end of their slop generator