Meta has one of the largest supplies of proprietary data in the world (along with Microsoft and Apple). Big improvements in the world's ability to analyze data

Meta has one of the largest supplies of proprietary data in the world (along with Microsoft and Apple). Big improvements in the world's ability to analyze data benefits them tremendously. If they're able to, for example, identify objects in videos and what's happening with them, they can make better inferences about the content of the videos, which lets them make better recommendations, causing people to watch more videos on FB/Instagram and giving them more ad revenue. Publishing their models doesn't really enable any of their competitors (TikTok is their only real competitor at all), and being a leader in the community and getting top talent to work on these models benefits them.