Branding is important but it's not Coca-Cola and we are not normal customers of something. I believe that in the end who wins is who provides technical excellence and a license that works for the use case. The reality is that most of the times nobody wants to put substantial work into OSS projects for free (I understand the reasons), and I don't agree with this post when Andy says that projects can be set in maintenance mode just doing minimal work to take them frozen, even when they are mature projects.
Moreover the current situation with Redis is not closed-but-maintained VS forks-possibily-without-development-force, because the SSPL is a quite open license. To put our destiny in the hand of what OSI approves or not is crazy IMHO. Actually for OSS to be viable in the future, we likely need many other licenses based on copyleft, that allows new projects developers to say, OK, I can use an open license because I have some protection from megacorps. Don't get fooled by a minority of strong voices, if you check Hacker News comments about Redis licese change, you will see that at this point many, many folks get that.
Stallman was now almost erased from collective memory but with GPL what happened was exactly what was happening now with SSPL. Initially copyleft was used, and later stronger copyleft was used in successive versions / modifications of the license, like AGPL. So this problem is not new and people a the core of the Free Software movement addressed them in a very similar way decades ago. But now suddenly if a small company goes along the same lines, that is a violation of everything, while big companies like Amazon posing a major threat to future of OSS is fine.