I doubt the point is to "make the money back".
It's likely split between two goals:
1. Marketing and expressing to their customers that they are not falling behind, and
2. Insulating themselves from frontier labs jacking up prices, nerfing the models they depend on, or otherwise unexpected changes in behavior.
I think the main goal is #2. Thomson Reuters might be a $40B company, but.... at this point it's not clear that that holds any weight in terms of not being fucked over by 2 companies aiming for $2t+ IPO valuations.
Edit: On second thought, there is probably a #3 too. They can serve inference for their own models significantly cheaper than frontier lab rates (assuming they're capturing continuous use of their hardware). I still think #2 is the primary goal.