I don't see how the Zig Software Foundation is related to SYCL not mainly marketing a concept.
Note, there's nothing wrong with marketing and providing courses (something which the FSF also provides), it's just the act of promoting it while complaining about another organization not having "done enough" that has done much more within this space over the years.
We at the Zig Software Foundation for now are doing a reasonably good job at supporting our FOSS project by paying our contributors and by being as transparent as we can with the public (eg we're a 501(c)(3) non profit organization).