Indeed - we see some really innovative uses of OSS on GitHub from companies you wouldn't expect. Software is an enabler of their business, initially; then, it becomes totally interwoven.
One of my favorites? John Deere. https://github.com/johndeere
One of my favorites? John Deere. https://github.com/johndeere
Ah, yes, a bit of googling brings something up: https://boingboing.net/2015/05/13/john-deere-of-course-you-o...
I mean, if I were a farmer or had a reason to own a tractor for some other reason, I'd avoid them. Then again, the cynic in me thinks that everybody is doing this, JD just got caught and their ham-fisted PR response made it an order of magnitude worse for them.
That's all an ideal state, of course; reality is wrought with questions over who owns what, etc. but I'm optimistic.