The network needs miners to maintain it, those miners need to be compensated. Nobody is giving anything to the miners, they earn it. Nobody is giving anything to investors either, they buy it from the miners...
^ This.
The Uro network is already one of the strongest alt-coin networks, and if it reaches the target price it will dwarf all networks except bitcoin. That's important for security, reliability, efficiency.
The alternative is GES setup their own network, which could be implemented in a completely centralized manner since they control all the nodes anyway, it would just be a centralized database.
Another thing is the legal issues, which I don't know much about but I think they are a fairly big factor and by creating a decentralized network that is run by individuals on the internet, and has NO connection to GES, they are avoided.
Thirdly, Bohan has mentioned a few times the Uro Foundation has been setup with philanthropic and R&D purposes in mind. It's not strictly a business venture for them. (But it does have potential to help GES business a lot in the future)