Red Hat, you NEED to fix this. I get that it sucks to have your business built on selling support, and a couple of companies have popped up selling cheaper support but not taking on the cost of building the thing. I get that (you think) it's going to cause problems for you (it might, I'm not sure yet). But you're torching an insane amount of good will that was built up over 20 years of good and mostly selfless deeds. You are making yourselves an enemy and a villain, rather than a friend. You need to stop the bleeding.
I don't have any answers, but I have some ideas:
1. Continue to make it so that rebuilders like Alma or Rocky can exist as bug-for-bug by having access to the source, but reach an agreement with them not to offer or sell support. If those don't agree, other projects will emerge who will agree and will take their place. Don't make their lives unnecessarily hard by throwing up roadblocks in their way. There will probably be popup companies selling third party support for Alma/Rocky etc here and there, but I doubt that type of support competition makes a serious dent to enterprise sales. In fact, I think it helps you by increasing adoption. A rising tide raises all boats, especially in this field.
2. Figure out a way to let individuals and small developers use real RHEL without having to dick with subscriptions or licensing or activation. Be liberal with this and make it easy