NSO's clients are all organizations with effectively unlimited budgets. That's the premise. Even the shadier companies in NSO's space sell principally to state actors. It's unlikely that Google can drive the price of an exploit past the level that any country can pay for. These are petty cash figures.

NSO builds implant technology, so they add some value of their own, but NSO is essentially a middleman in this market. Driving up the prices of the underlying asset, when buyers aren't price sensitive, helps the middleman.