"The Market", at this scale, means "You find the buyer(s) yourself and work up the deal with a hundred lawyers and PR staff and hope the contract negotiation stays secret".
One consequence of booking the revenue is that they're going to have to report a loss when they sell it.
It's possible there's some tax shenanigans at play (idk): report the profit, mark it against their massive AI capex, sell later when they can book a loss. (I'm not sure if it works that way, it wouldn't for an individual, but maybe they can find a way to trigger a stepped up basis.)
Or is Alphabet greedy for holding onto the equity instead of selling it for cash? Or is throwaw12 greedy for wanting to sell something after a 100x return?
100 billion is nothing if that money can put you in better spot at technology landscape