The whole hype about AI safety is to some extent a shrewd marketing ploy. It's the whole, friends holding back their buddy who is amped up and ready to start throwing punches, act.

That is not to say that Hinton, Sutskever and others aren't genuinely concerned about AI safety. But I doubt that is the reason why the big names are paying lots of random nobodies to pretend to care about AI safety, because frankly, I do not see how they can output anything of use in a possible AGI future.