I dont think they're saying its up to tech companies to decide what has value, more that the development of new technology itself ends up deciding for the rest of the world how things are valued.

It's been this way for 10,000 years since the invention of the wheel. New inventions change how things are valued by making it easier for people do more work with less time.

It's not up to them.

Instead it is up to the consumers.

If consumers choose to give money to AI company, and not to artists, then in the eyes of the consumer those artists do not have value.