Meta is probably making money off of Muse. They can sell ads with the information that they glean.
While there are people around here that would still argue Anthropic/OpenAI tokens are "subsidized", I find it much more plausible that Muse tokens are, given Metas strategy of burning money, including on AI models, in hope of making something happen in a market they want to enter.
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They’ve claimed they’re not using the data for ads… for now