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.