Isn't it that they're not actually distributing FFmpeg, just using it themself, so they don't need to do anything?
Like, they get to see the code they run, but there's no insight to the code you run to deliver whatever service you're doing. Maybe this is obvious to other people lol, I just hadn't thought of it till now.
So the end user can have all the source code they want and still be helpless.
That issue with the GPLv2 was fixed with V3.