They need the hype to pay off way more than we do. So many of us who still write code directly stand to lose nothing of our capabilities if the marketing claims cannot hold water.
I'm surprised you say that because it is all over Hacker News. Every single post is co-opted into promoting AI. Try finding a submission with fifty points or more than doesn't have AI or LLM's mentioned somewhere in the comments.
That’s not really the point though. I have no doubt AI is useful, I just don’t want to have it shoved in my face every five minutes.