Can you give an example of a non-copyleft open source product where the major improvement is proprietary?
No, some bits are open, and some bits track what's actually being shipped. Much of what is open sourced lags behind what is running on end user machines by several years. iOS modifications to XNU and Darwin were never made open source.
Apple is also dropping GPL internals in favor of open source but not copyleft licenses so that they don't have to release source code changes to the software they release.
Although this is probably not the best example because this is sold by the company that largely funds the open source project. Although that is a big conflict of interest.
https://blog.cloudflare.com/nginx-structural-enhancements-fo...