Nullc's gamble is that if they can get their code into Bitcoin their company, Blockstream, will be able to sell their "expertise".
Honestly, at this point, they are just a marketing company with a single product they are desperate to push at any cost. If nullc does not seem to "understand" something, that is often why, he has incentive to see the system fail to upgrade on its own, selling their segwitness as the "solution" to a non-existent problem.
Granted, it is hard to see IPO like profits working on an "open-source" project.