I don't think model competition is necessarily the fix to this issue. We're not even sure if the setup as it exists today will be the norm. It could be that other entities license out the models for their own projects which then become the primary contact point for users and LLMs. They are obviously going to want to fine-tune the models to their use-case and this could result in intentional commercial or ideological biases.

And commercial biases wouldn't necessarily be affected by competition in the way that you're describing. For example, if it becomes profitable for one of these companies to offer to insert links to buy ingredients at WalMart (or wherever) for the goulash recipe you asked for that's going to become the thing that companies go after.

And all of this assumes that these biases will be obvious rather than subtle.