Exactly, which is why they should have required Facebook and WhatsApp to comply with the GPL. Alternatively, they should have created a more flexible license that could be used by Facebook, WhatsApp, or other companies to integrate their software. My point isn't about the GPL per se, but about the unfair playing field they are creating.
I think the GPL is actually a perfect license in this case. Anyone who wants to use their cipher in another GPL project is free to. Commercial entities who won't do this can pay OWS for their time, expertise and IP in order to get a different license.
That makes sense -- I guess what it boils down to is it would be nice if OWS were more open about their commercial licensing options, and make it easy for a company to license + integrate their work. As it stands right now it feels like you have to be a Facebook/WhatsApp level company to be able to be worth their time to work with.