It is literally in the article:

> "We're excited that in the next couple months we will be able to share our first product, which will include a significant open source component and be useful for researchers and startups developing custom model," CEO Murati said in a post on the X social media platform.

Is there a word (like aphorism or metaphor) for someone trying to prove a point and doing the opposite? There just has to be.

"You've just proved my point" is enough.

What are they building?

they have concepts of a product

A big, beautiful... thing.