Unless they’re going around spending millions in AI startups at the right moment they’re not going to get ahead, also it might not even be their endgame since generative AI is very controversial atm and them not fiddling with it until its been regulated, or at least put on a leash, it’s probably the smartest thing to do. With the current AI offering (MetaAI, ChatGPT, Google Bard, etc.) you need to pick a side that might bite you back in the future, and lock you into a product that might not give your users the polish that you expect from their software.