A company needs a product to sell. If they give away everything, they have nothing to sell. This was surely always the plan.
(1) They can give away the model but sell an API - but they can’t serve a model as cheap as Goog/Msft/Amzn who have better unit economics on their cloud and better pricing on GPUs (plus custom inference chips).
(2) they can sell the model. In which case they can’t give it away for free. Unlike open source code, there probably isn’t a market for support and similar “upsells” yet.