It does feel like every year OpenAI releases a variation on the same third-party ecosystem only to semi-abandon it: Plugins in 2023, GPTs and the GPT Store in 2023-2024, Apps in 2025, and now Plugins (same name, different thing than before) in 2026.
Ethan Mollick, who studies AI at Wharton, on OpenAI's record with ecosystems for other people's software.