I am also wondering who is going to actually handle ranking the tens of thousands of existing cards(gatherer says 28712 legal in commander at this moment), plus hundreds more from each set as they release. Might need to be crowdsourced to be done in a reasonable time. Every deckbuilding website is also going to want to implement that info in their database.
They claim to be a public benefit corporation, so while they obviously need to get income to run servers and fund development, their objective as a company isn’t just to maximize shareholder value.
I don’t know where/how to find their actual foundation documents to see what those actually say for their balance of profit vs mission.