The only person making any kind of assumption is actually you, by imagining that something is not possible or plausible because you project your personal expectations based on a personal notion of morality onto everyone.
If you take a step back and look at the scenario, you'll understand that nothing binds any third party to comply with your personal expectations, or follow your particular argument based on morality. Therefore your expectations are completely unfounded.
If you take a look at reality you'll find plenty of examples where projects which were previously open were afterwards closed and monetized. This is nothing new. Just take a look at, say, Reddit. Or even Twitter. Countless examples.
The more people who are involved in the decision making apparatus of an organization, not just at the top but throughout the entire net, the less human you know it is. If the entire company consists of a single person, it is a person and not an organization. But if a company consists merely of one owner/operator with one employee below them that tells the other things and is told things, the product of those two becomes less than human and may make decisions that neither of the two humans would approve of if they had the complete picture of what was going on. The larger the organization grows, the worse this problem becomes.
This isn't only true of companies, but any group of people. Groups of people are not themselves people.
What does this mean. What does Keynes have to do with moral companies? Is it made up?
And both people and boards can change for the worse.