Yeah, to my extremely limited understanding currently quantum algorithms are best for optimization problems in terms of obvious business value. Meaning their utilization does not need innovation, just a quantum compute platform to a known but currently intractable problem.

Old big companies with lots of logistics presumably have lots of logistics problems (optimization) they would not mind solving.

So I would expect the first customers of any relevant quantum stack to be the companies whose business depends on large scale physical, not the digital world. With problems that are already analyzed, but lack agreeable solution.

Hence FAANG are not necessarily the first clients.

The Quantum computer has to cost-effectively solve optimization problems cheaper than classical computers. Existing computers can handle large scale optimization problems especially with GPUs and/or cloud computing.

As other posters have called out, most early customers are probably just interested in getting a head start in understanding the tech and doing research now rather than too late.

Much new hyped tech is like this, a lot of people have fear of missing out in not starting too late on tech that will provide a business advantage, either execution wise or just brand wise (many people don't want to be the dinosaur, using no longer trendy tech).