Keeping that massive F1 staff busy with the cost caps is probably the biggest reason to do something. But I'm still not sure. I know they've been putting more emphasis into their Applied Science division, taking on some cool projects. Small bit of cross-over there with my day job -
https://www.mercedesamgf1.com/en/applied-science/
But in a world where VW made a PR play of actively moving away from motorsport (side note: F.U. VW!), I'm just not that sure any manufacturer feels pressure to spend money on this stuff.