Historically the large buyer that could do this was NSA. Men in black would show up and tell you to add a bit population count instruction to your CPU..
I think it's doubtful that around the time that POPCNT was added to CPUs the NSA was all that influential. Their big scary data center, which is actually tiny, wasn't built until 2014, while players like Google and Meta had much larger data centers years earlier and were undoubtedly larger buyers of AMD Barcelona / Intel Westmere where POPCNT first emerged.
The author of the article believes that while popcnt was indeed used for cryptographical analysis in the 60s, but the fact that popcnt disappeared from instruction sets is seen as evidence that this usage became a lot less important over time. So the author considers the reason for the reappearance of popcnt that there simply exist lots of other useful applications of popcnt that become evident over these decades.