Read the parent comment first then mine, if you haven't, and it should make sense. Otherwise; "Them" here is referring to "AI companies wanting to market their products". The screenshot shows one such attempt of a company wanting to pay someone on HN to talk and share their product in return of compensation for that. Proof that "They" aren't just "fighting for our attention" in the commonly understood way, they're also literally paying money to talk about them.