You're potentially right that this could work as a for-profit entity too; it looks like they're going to provide their basic systems to companies or non-profits

You're potentially right that this could work as a for-profit entity too; it looks like they're going to provide their basic systems to companies or non-profits who want to replicate it. "Teach your non-technical employees the basics of code" would probably be a better team-building exercise at a company like HP than doing outdoor activities. As a non-profit, you could charge 5-10x the cost to run those courses, and then run the revenue back in to the non-profit school programs. There are also lots of profitable commercial companies serving the education market, so if they'd wanted to, this could have been set up as a commercial entrant. But being a non-profit makes it easier to get adoption in schools I think, and allows them to use volunteers, vs. expensive staff.