I think Toys r Us made a risky move by doing this. I guess they are a firm believer of the famous quote "All publicity is good publicity". A lot of people hating it is expected, and people talking about it is the end goal. While the features still need work, they are slowly able to make the consistency of the details better. I wouldn't be surprised if more companies jump on the bandwagon to release their own versions of AI video.
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Considering they were basically a dead company, not sure there is much of a risk.
I fully expect others to join in the party. This is only the start.