If your product is a social graph w/ ads (Meta), you can.
It's hardly corporate charity:
* Meta releasing these models creates an improvement and tuning ecosystem around it, giving them access to tons of free developer time.
* It's also a strong recruiting tool, for engineers and researchers frustrated by, e.g., Google and OpenAI becoming increasingly closed. They know they can publish at Meta.
* The cost is insignificant. Meta had 30B in revenue just in Q2 2023.