Why don'd Facebook, Google and potentially MS, Apple, etc. set up a yearly tournament for the world title of 'Champion of Go'. This is similar to F1 races by the car manufacturers.
Perhaps Facebook will start to catch up, or Microsoft will suddenly appear with something startling, but for the moment the only real competition for AlphaGo comes from top human players. (Perhaps not even them? I don't think anyone really knows.)
Sounds like EXACTLY the motivation a contest would help to foster.
And because we're doing silly memes, to accept the challenge, Microsoft and Facebook would probably have to go into the competition with this kind of attitude: https://www.youtube.com/watch?v=9ZYg4ZbcOPQ
Maybe someone can clarify but it doesn't seem like hoarding this model (specific to playing Go) would help Google have an advantage in their search algorithms over Facebook, for example.