From their site:
OpenAI is a non-profit artificial intelligence research company. Our goal is to advance digital intelligence in the way that is most likely to benefit humanity as a whole, unconstrained by a need to generate financial return.
The money quote is at the end, literally—$1B in committed funding from some of the usual suspects.
From their website, it looks like they'll be doing a lot of deep learning research and making the results freely available, which doesn't sound like it would accelerate Friendly AI relative to AI as a whole. I hope they've thought this through.
Edit: It continues to look like their strategy might be counterproductive. [Edited again in response to this.]
Their statement accords very well with the Hansonian vision of AI progress.