In the UK at least, I think this will massively dent Tesla's sales. Every YouTube review of an EV that mentions tesla mentions the charging network. And in many people's minds (mine included) it's a massive benefit.
If they'd kept it to niche manufacturers, eg. Rimac as an example, then I doubt any of us would be fussed. You'd almost never see one, and chances are you don't have the 2million to buy one anyway.
But if they're really extending it to more common and affordable makes like Kia, well suddenly that's a differentiator gone when comparing an Ioniq 5 with a Model Y... oh, that we can't even buy here. The more that they cater for, the more they're helping their direct competition.
I doubt they're doing this with Kia, I suspect it'll be either very limited charging (how they mark that up, I don't know), prohibitively expensive charging, or picking a niche manufacturer that they're not in near direct competition with.