Icon.com Spent $12M on a Domain and Went Bankrupt; Higgs Field Is Head

I Pay $200. I Use $12,500 in Tokens. AI Costs Crashed 850x … · Mar 9, 2026 Business

Icon.com raised big money from Peter Thiel and OpenAI, spent $12M on a domain, launched a chaotic landing page, and is apparently bankrupt. Higgs Field took a disciplined approach to AI video generation, grew from 15M users to 4.5M daily videos, and is on track for $1B ARR. Same AI wave, completely different execution.