Not saying this is happening here, but after failing to get the "AI risk" message across, reverse psychology might be best move. If they pretend to be reckless and to ignore all safety concerns, maybe people start believing that the risk is real.
Alas natural selection (other people didn't try to start companies to make superintelligent AI) has picked leaders with the opposite strategy - do it first, and try to use that power to control everyone else in, at best, an attempt to stop disasters caused by others.