Considering that one of those competitors is Netlify, then either the incumbent (i.e. Netlify) is in a great position to benefit from a succeeding Deno, or Deno Deploy does succeed and Netlify can profit from that. A bunch of other participants (GitHub/Nat Friedman, Automattic) seem like they could benefit from a thriving ecosystem around Deno as well, even if Deno Deploy isn't particularly successful.
Netlify Edge Functions use Deno Deploy, as do Supabase Edge Functions. I'd imagine that's a significant part of their revenue.
(I work at Netlify, but have no insight into the financials of this arrangement)