Doesn't give off the impression of being super open when you have samples say they are only for Radeon cards. This seems almost like a marketing strategy/guise from AMD, and if you go look at other websites for this article it literally says AMD launches GPUopen.com. AMD is only mentioned once in the article.. shady in my opinion and not very 'open' either.
When one company continually calls out for 'openness' in a marketplace over time I think people get annoyed at it, I know I do. AMD, you're nearing the point where people are just going to scoff at you and take it as whining. You can't say you want openness then build your tools specifically for your own hardware without looking like an ass. Furthermore, 3/4ths of the sample are for DX only. How open is DX again?