I am not sure if this particular service solves the problem for them in any way, but to my ear it sounds like there is a need for code and infrastructure reuse in the data scientists domain that is ripe for innovation.
Truth about the situation: - Transformers generalize well and don't need much fine tuning - OpenAI can probably fine tune for your use case better than you can - Getting new models into production takes 6 months to a year at companies of this size, if you did have Data Scientists in house, it might just be better to go with a solution like this for velocity - Not every company has the talent to make an in house ML program successful.
I'd say they're perfect candidates for the API as a service model.