Or keep it as a rainy day fund against the next time one of their major markets goes insane with attempted extortion, possibly successfully next time? Their customers paid a price they were comfortable with —- if a company returns part of that to the customer, they disadvantage themselves compared to their competitors who do not do so in the next round of tariffs, since their competitors can use the rainy day fund to delay price rises, capturing customer spend (which is to say, competitor-voluntary-donation-to-customer spend).