WhatsApp moved away from FreeBSD to Linux. And last time there were a few Netflix employees mentioned FreeBSD were used on Open Appliance for historical reason, not technical. So I would not be surprised if someday they move to linux as well. ( Once it offer similar performance )
Mellanox loves FreeBSD, but I am not sure if the same could be said for their new owner Nvidia.
OpenBSD and NetBSD are both an easy sell, one focus on Security and the other on Embedded. I am not sure how to sell FreeBSD, and it needs focus and direction. May be aiming for Network Appliance which is what the majority of its cooperate customer are using it for, where it could offer greater value.