The article is quite clear on whose money it is - "Google, Amazon, Nvidia, Intel, AMD, Qualcomm, IBM, Salesforce and Sound Ventures".
For at least half of them, it might make sense to simply sponsor accelerating worldwide new AI product development because those new products will increase sales of their hardware and services; pitch in $20m together with others to support efforts like Huggingface, while expecting that their tools will indirectly cause an extra $1b sales for you in the next few years.