Typically here's how it worked:

Company creates a free core product, possibly open source, etc.

Company creates rich help docs and other useful resources.

Customers who use their core free product are frequently engaged with the company and it's helpful resources.

Said company offers additional services such as coursework, cloud services, analytics, etc.

Since customer knows and trusts the core free product, and knows the company is trustworthy, they may be inclined to purchase something.

Now, few coders use these learning resources (ai fetches it for them), they do not know anything about the company and they never engage with the company to see their additional offerings.

Therefore the company now has to advertise by spending heavily on Google/meta/etc. to a cold audience that doesn't even know who they are, because everyone using their system/sdk/library/etc. doesn't know anything about them because ai just steals all their resources and regurgitates it to the coder.