"we are more open and free" - There is nothing dishonest about that. What we are seeing is companies trying out different business models and seeing what works. I can respect that.

As an end user, if you care about free software- this is good news. Instead of having different "Enterprise" and artificially handicapped "open-source" edition, we get to see everything out in the open. The secret sauce is now limited to the release process. They say openly that if you need to, fork them and create your own releases - yeah go for the "knockoffs" if you can trust them - or else try the branded (Chef) product.

MongoDB got a lot of flak for misappropriating the name "open source". What Chef is doing is IMHO more clear and honest. They need to make money too.