Its quite an interesting strategy. And surely their buying alone must also affect the price which is to their gain. They are also tying it up, so its less freely available, again affecting the price to their gain. Plus they must be making money of it in other ways as well.
I guess one of their other main points is the scarcity and that it will become one of the ultimate assets, and will hence be worth far more in the future. And when that happens they will be sitting on gazillions worth ! I think I need to start accumulating more BTC !
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Initially they were buying with cash accumulated with business profits (half a billion dollars), then decided to put all future profits into bitcoin as well. Then they figured out they can get long term loans with low interest and bought more. Then figured out they can sell more company stocks and use that money to buy even more.