I understand they would like to capture some of the value, but seriously? They are building a technology that, when built, will be worse than already implemente

I understand they would like to capture some of the value, but seriously? They are building a technology that, when built, will be worse than already implemented technology backed by the two largest tech companies google and apple. They have to think, does getting the customer information (which they could just freely share with each other without this system) provide enough value to actually spend money to compete with large tech companies? They obviously won't succeed.