Kudos to blender's marketing team. They get a bit of free money from this. But the true motive for Epic and Unisoft is likely an attempt to strong-arm Autodesk into providing better support and maintainance. Dissatisfaction with Autodesk lack of care for their DCC tools has been growing for a very long time now, but studios also have a huge investment into these tools as parts of their proprietary pipelines. Expect Autodesk to kowtow soon and make sure that none of these companies will make the switch. If it means that Autodesk actually delivers bugfixes for the version the customer has instead of one or two releases down the road, it is a good outcome for the studios.