I imagine their goal is to simultaneously show that Meta is still SotA when it comes to AI and at the same time feed a community of people who will work for free to essentially undermine OpenAI's competitive advantage and make life worse for Google since at the very least LLMs tend to be a better search engine for most topics.
There's far more risk if Meta were to try to directly compete with OpenAI and Microsoft on this. They'd have to manage the infra, work to acquire customers, etc, etc on top of building these massive models. If it's not a space they really want to be in, it's a space they can easily disrupt.
Meta's late game realization was that Google owned the web via search and Apple took over a lot of the mobile space with their walled garden. I suspect Meta's view now is that it's much easier to just prevent something like this from happening with AI early on.
There's far more risk if Meta were to try to directly compete with OpenAI and Microsoft on this. They'd have to manage the infra, work to acquire customers, etc, etc on top of building these massive models. If it's not a space they really want to be in, it's a space they can easily disrupt.
Meta's late game realization was that Google owned the web via search and Apple took over a lot of the mobile space with their walled garden. I suspect Meta's view now is that it's much easier to just prevent something like this from happening with AI early on.