Your customers get the source of your app. They can modify the code to suit their needs. But unlike open source, they cannot re-distribute the app. Very few companies would object to this.
Some popular and profitable projects that follow the source-only option are Kirby CMS and Craft CMS. Both these projects publish their source code on GitHub and rely on the honesty of their customers to pay for the product. This means that even people who would never purchase the products can still study and learn from the source code.