They might not release a better model than their proprietary models, but others can build on and tinker with these open models to improve and specialize them.

Another reason people are 'hyped' for open models is that access to them can not be taken away or price gauged at the whim of the provider, and that their use can not be restricted in arbitrary ways, although I'm sure that on the latter part they will have a go at it through regulation.

Grab'em while you can.