I have been in crypto for more than 5 years and i have seen a lot of incidents within the industry. There was a time when government and even a lot of people call Bitcoin a scam or a scammer currency. Many thought that only hacker scammers use Bitcoin for money laundering, drug dealing etc. But now the situation has changed and it's good to see how institution chasing each other to not be late to join the industry. The situation is so intense that now what matter most is who will control the market. In the current situation, it seems, no one wants to be the last one to jump over space.
I assume you are referring to the spot Bitcoin ETF approval application by BlackRock, Fidelity, WisdomTree, and Ark. These firms are profit-making organizations so they want to make money from investing in Bitcoin. They might also have other hidden agenda which will unfold in the future. The SEC has not approved any application and it has not shown any sign of shifting ground. The SEC believes that approving spot Bitcoin ETF can lead to Bitcoin price manipulation by these firms. This rush to be part of the Bitcoin market has its advantages but there are also dire consequences.
I don't think any institution is trying to control the market, BTC network is decentralized; so it cannot be controlled by anyone, what you are describing is different from what control is. What you are describing is simply that more people and institutions are joining the network, and it is normal. People had and still have wrong impressions about BTC and the network, but many of them later change their ideas to become adopters, it does not mean that they want to control it, which they can't obviously.
They can not control the market but they can manipulate the price of Bitcoin for a short time. Currently, these firms are making Bitcoin to be accepted by some traditional investors. But they can also spread FUD to hurt the market.