I think it is on purpose that they ignore Hive. They are secretly aware but would never admit it is great. Why?
Because at the end of the day they want to make money, in one way or other. And to jump on the existing Hive with it´s established whales, communities, etc. wouldn´t earn them enough money. Also they might genuinely think Hive is not scalable enough to run millions of users.
Instead they will create something new, "decentralized", but ensuring they will have their nice stake in it.
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Jack talks shit about VC in web 3 all the time, and is all about decentralization. But from the looks of it, it is all just talk.