Are they selling them for money? Or are they just things useful in the consulting process and a way to create awareness for the company?

The website advertises professional services, training, support subscriptions, and books. Redhat model I guess.

A large incumbent with a service-based revenue model contributing to and offering OSS is a classic move to 'commoditize your complement'[0].

[0] https://www.gwern.net/Complement#2