The main thing is OpenAI itself. Altman has long pitched it as an open, non-profit and raised hundreds of millions on that. Turns out it's not open and now has been positioned as a for-profit entity owned by a non-profit that is trying to convert itself to a for-profit.
On top of that he repeatedly used the fact that he had no equity to push back on criticism and to appear more altruistic and trustworthy. Turns out, that was just part of the con.
