Maybe they got so much money with the AI boom that they don't know anymore what to do with the cash at hand and so starts to invest it in direct now.
I was reading an article earlier today that said passive investing is more than 50% of the market--and since most ETFs allocate by market cap, it causes a reinforcing feedback loop for market cap leaders.
For example, if they are only two companies, say with 1T and 4T market cap. If one invests 5M into a total market ETF, 1M is allocated to company A and 4M to company B. But since company B is 4x bigger than company A, the upward price pressure is the same for both companies.