The naming is a bit confusing, but there are two things called Muse ...

There are the models, such as Muse Spark, Muse Wonder, and this Muse Open.

There there is "Muse" itself which is a cloud based "personal agent", always running in your own cloud-based virtual machine, that you can assign tasks to.

I think the Muse agent (which competes with Instinct, Grok Bot, etc) is where Meta currently believe the money will be. While you can pay for higher usage levels, it seems they are expecting many people to use the free tier, and they will make money by charging transaction fees to services Muse uses/orders (e.g. travel, entertainment) on your behalf. This "personal agent" market is predicted (but let's see) to be huge - much larger than the coding agent market.

I assume the guy in the ad is talking to his Muse agent to schedule the massage.