Like "making money"?
Kidding aside, I think you can mix free with proprietary in a way that's beneficial to the community without giving away too much. Google seems to do a lot of open source these days even though there is tons of stuff they keep to themselves. They seem to have a decent image for the work they do perform.
Sun had sort of a weird image, IMO - they were kind of heel-draggers in some ways, ahead of the curve in others. More than anything they just seemed confused. I don't think that, overall, they ever really figured out open source and what they should do with it.
Oracle's ideas about open source seem to be along the lines of "take what we can, give as little as possible back". We'll see though...