This is better for a lot of reasons, obviously, it makes it easier to justify funding the projects. But it also ensures that the researchers truly understand the nature of the problem they're solving. Seeing actual translation queries on Google Translate helps direct the next piece of MT research towards what kind of things people really use the tech for. Building actual big data systems helps train the researchers in how to work with huge data sets and puts them on research paths they otherwise would have been unable to explore.
Basically it recognises that a hard division between research and practice doesn't really make sense when working at the cutting edge of technology. You want the constant feedback from real world practice to guide the theory.
Disclaimer: I work at FB, but my employment there does not change my opinion. I worked at Uber and my opinion of Uber's "research" was different ;)
The main issue with corporate research is that it's not easy for them to capture the output; it very quickly leaks into the public domain, despite patents. So why bother?