Space launches are a high-variability industry. Sometimes there's lots of demand, sometimes you lose the ability to launch for 4 months because of a minor accident (or $250m explosion...).
This internet service is a new customer who can smooth demand out. SpaceX sets a goal for launches for a year, and gives the internet company 20% of their launches. If they oversell, some internet launches get cancelled. If they undersell, the internet company buys extra. Either way, booster production remains smooth. Every other customer is afraid of using used boosters? No problem, watch SpaceX use them themselves.
And if the internet thing doesn't turn out to be profitable? Ah well, the capital that financed it probably came from outside anyways.