Because the way the license works, lots of *BSD users, specially companies selling routers, never contribute anything back.
Also the lawsuit with AT&T did not help.
Also the lawsuit with AT&T did not help.
1031 The FreeBSD Foundation
888 EMC / Isilon Storage Division
379 Microsoft OSTC
339 Microsoft
297 Solarflare Communications, Inc.
277 Dell EMC Isilon
221 DARPA, AFRL
170 Mellanox Technologies
144 Chelsio Communications
128 ABT Systems Ltd
90 Spectra Logic Corp
88 HEIF5
70 Cavium
58 Smartcom - Bulgaria AD
57 Stormshield
48 Netflix
45 Rubicon Communications, LLC (Netgate)
42 Multiplay
38 ScaleEngine Inc.
35 Citrix Systems R&D"The Trouble with FreeBSD" @ 43:20
GPL does not require contributions. GPL requires access to sources. Not to changes history, only sources. Contributions happen because it's more profitable for company (in long run) to participate in community and influence development than to be a passive actor.
My point is: license has very little to do with market share in this case. It's more about being good enough and having certain amount of luck when the right moment arives.