A 145 year old pasta company just published open-source 3D printing models, Arduino circuit layouts & code and a bluetooth-enabled smartphone app on its website, that too with a decent sized marketing push. All so that you can build an overengineered kitchen timer from scratch in your bedroom. This is exactly the wild future I imagined as a tech enthusiast building cheap PCs two decades ago.
It wasn't Barillas idea. Looking at the quality and stuff used it was most likely thought up by a "Creative Technologist" in an ad agency with the sole purpose to win awards.(...and some PR but trust me it was done for the awards.)
I don't think it matters which humans are paid and how, does it? Only that it did actually pay for this stuff.