(1) You are totally right, I plan to use this wording only to target the 'geeks' (those who may be early adopters, contributors), those who see Google more like a very innovative tech giant rather than just a search engine
(2) As written at the bottom of the article (yes I acknowledge it's very very long) the master plan is as follow:
1. Build free software and charge for hosting, security of hosted data and enterprise support
2. With this money reduce prices, free the data and the access to scientific knowledge
3. With this money and this community create the open infrastructure to run these software and host this open data
(3) I tried to make it clear by putting a large banner in the blog post in the section explaining what we currently have, in order to catch the eye of the bored one who will speed scroll: https://www.kerkour.fr/blog/bloom-a-free-and-open-source-goo...
(4) ACK, thank you, I will try to improve this