I think Vercel / Next.js and Automattic / Wordpress are great examples of aligning value to the business while also creating (and not capturing) a bunch of value to users of the open source project. As a result of leaving some value on the table for users, both projects have a thriving plugin/extension community that wouldn't exist if they were closed-source or confined to a single vendor. Likewise, I'm more likely to start a Next.js project knowing that I can host it anywhere, even though my default is to use Vercel.