Don't necessarily need to. The founders run a very profitable and successful business. This is a way of getting smart people in the door with products adjacent to their existing one.

Early access to interesting products and great teams is likely more than enough value to them in return.

Disclaimer- I know the people who started this and they've got nothing but the best intentions. (They're also a quiet but highly successful company.)

Probably by making and selling add-on tools for Microsoft products: http://www.red-gate.com/

My guess is that they have some office space and cash to spare (it's probably not all that expensive to run such a program). Plus, they're going to get a lot of positive PR as a result.

Why was this downvoted? It's a natural question IMO.