An important factor is that fine tuning existing open models is incredible cheap. You can easily change any cultural biases if you want a model to be 'sovereign'. And Mistral could combine that with their custom data sets for their enterprise customer needs. Mistral still trains their own models, but they also seem to offer fine tuning existing models.
With model weights being commoditized, another differentiator could be deploying efficient inference chips, especially if you combine it with a developer ecosystem for vendor lock-in. That is why it is interesting that both Samsung and ASML are investors, since they are companies that could make a difference in this area.