I definitely think that this is marketing, just "with good side effects". My doubt is when they will be able to move to "marketing with better side effects", that is, research with more concrete outcomes (health, materials etc.).
Problem is, that type of research is much harder. Some doubt that progress in such areas will be quick (https://www.noahpinion.blog/p/wheres-the-intelligence-explos...).
While top AI labs no longer focus on chess, the community build way better chess engines.
Stockfish is probably stronger, than everything the top labs build.
Wouldn't we expect the same thing for math? That slowly the broader math community would engineer a harness/program... That will surpass the current labs, and be a community ran project
In the case of chess this seems fine, there isn't much value to society in creating an AI capable of beating top humans with a 4 pawn handicap rather than a 2 pawn one, but for maths where there are actual applications it is more complicated.