There is a risk of this particularly if it's seen as advertising - at some point "ai model solves hard to explain problem" isn't going to be news and that benefit goes.

However, there's some of this that's a proxy - the compute to solve these problems was very low (they claim a few hours of thinking time on a regular subscription). The large cost would have been the training and if training the models to be better at these things makes them smarter for useful tasks that's beneficial. I believe there was work done earlier on around showing that training the models on code made them better at broader reasoning tasks (not just writing the code itself).

Another side is that if one goal is to improve the models themselves, their ability to work on mathsy problems must be high. That has very direct business value, and ideological value depending on what you think the motivations of the people running the companies are.