We can't project the same incentive structure onto software companies. They are a different scale than humans, and might be able to tolerate the possible hit to their reputation better than a human can. Their incentives are usually money-based rather than social-based.

And for the models themselves, they have no incentives, unless you count "reduce their error rate" or "be interesting enough for researchers to continue to research them". We barely know why they work. Our basis for trust is rather tenuous.