If they make AI models free to use it makes OpenAI nearly valueless, which means that they can't survive and then sell Meta's competitors a better GenAI product than Meta can make themselves.
So basically since they don't make money directly on GenAI, it makes sense for them to release it for free so no one else can have something better, so they don't have to compete on GenAI abilities with their competitors.
If they make AI models free to use it makes OpenAI nearly valueless, which means that they can't survive and then sell Meta's competitors a better GenAI product than Meta can make themselves.
So basically since they don't make money directly on GenAI, it makes sense for them to release it for free so no one else can have something better, so they don't have to compete on GenAI abilities with their competitors.