Companies that publish open source must realize that they cannot make money from the "software". Open source gives companies a brand, that they can then leverage to do other services like support, consulting, hosting, merchandise, events, etc.
There was a time when service companies wanted to move into products because of high margins and artificial scarcity, but enough open source will ensure that software licensing is not a sustainable model to seek rent, and product companies must also move to services to be able to grow and sustain.