Transparency is not the same thing as honesty.

Companies might want to avoid this being used as a side channel to infer the amount of their compute.

Companies might want to avoid setting a precedent where activists can demand such information.

Companies might want to avoid the effort of publishing this data, or the risk of publishing incorrect data.

I don't understand your question. I'm commenting on the figures we know from this report. I don't have to work out the motives behind them to evaluate whether they're material (they are not).

Because the marketing teams don't do numbers and it's a high risk strategy

They are, and people just accuse them of lying!

Facts & reason do nothing to a moral panic.