One of aspects is putting latest knowledge to the model. They could, given enough requests, provide a special subscription service, where you get the latest model every N DURATION time.

Or, maybe a finetuned version for your particular dataset?

Of course I have no idea, just speculating

EDIT: I'm speculating they might be just investing some marketing budget into this model, hoping, it would allow for capturing enough target audience to upsell related services in the future

I googled this and found a pitch to investors that said they'll eventually supplement the open source models with business use specific models.

Providing it as a service seems like the obvious answer to me. Not everyone who wants to run these models can, especially when looking to scale an application that uses the model.

Maybe to 7B model is open source but the 70B is not?

Cineca is subsidized by taxpayers.