Why wouldn't they just skip the journals and publish the papers themselves? Sharing the research is the important part unless these are academics who are trying to get tenure, grants or such.
The article is complaining that research isn't peer reviewed and research is turning into blogs. I'm explaining why that's the best outcome possible and why in a field as hot as large dl models you won't even get that.
Same reason movies released on YouTube aren’t treated with the same respect as those released in theaters.
For the individual employees, having your name on a peer reviewed paper in a prestigious journal makes you far more employable elsewhere.
Moreso if your current employer is a stealth AI startup which hasn't yet produced much notable.
It also can encourage employees to work for fewer wages... 'If you do great work you can publish and then get a $$$$$$ job offer at OpenAI, or you can stay here and get equity in a fast growing startup. If however your work doesn't do well, you walk away from a bankrupt startup with worthless shares and minimum wage'