IMO, there are basically two justifiably rational moves here: (1) ignore the noise; accept that Sam and Greg have the soft power, but they don't have the votes so they can fuck off; (2) lean into the noise; accept that you made a mistake in firing Sam and Greg and bring them back in a show of magnanimity.
Anything in between these two options is hedging their bets and will lead to them getting eaten alive.
pushing to call it a coup is an attempt to control the narrative.
Sure, I guess I didn't consider them, but you can lump them into the same "media campaign" (while accepting that they're applying some additional, non-media related leverage) and you'll come to the same conclusion: the board is incompetent. Really the only argument I see against this is that the legal structure of OpenAI is such that it's actually in the board's best interest to sabotage the development of the underlying technology (i.e. the "contain the AGI" hypothesis, which I don't personally subscribe to - IMO the structure makes such decisions more difficult for purely egotistical reasons; a profit motive would be morally clarifying).
If your objective is to suppress the technology, the emergence of an equally empowered competitor is not a development that helps your cause. In fact there's this weird moral ambiguity where your best move is to pretend to advance the tech while actually sabotaging it. Whereas by attempting to simply excise it from your own organization's roadmap, you push its development outside your control (since Sam's Newco won't be beholden to any of your sanctimonious moral constraints). And the unresolvability of this problem, IMO, is evidence of why the non-profit motive can't work.
As a side-note: it's hilarious that six months ago OpenAI (and thus Sam) was the poster child for the nanny AI that knows what's best for the user, but this controversy has inverted that perception to the point that most people now see Sam as a warrior for user-aligned AGI... the only way he could fuck this up is by framing the creation of Newco as a pursuit of safety.