In the B2B SaaS world, it means they're signing up new customers (e.g. including some who might have well known logos).

Its a pretty common KPI for B2B companies.

It makes sense if you take in context that Flux, the most visible and well-known product of Weaveworks, is a donated CNCF open source project, and that companies like Microsoft, VMWare, AWS – can all engage with it directly, or by forking, or by building support for it directly into their own products.

How do you place a value on Microsoft building Flux into Azure Arc? I know it isn't worth $0 but do they actually need a contract with anybody (at Flux or Weaveworks) in order to go on doing that - no. They don't need one.