If they didn't violate the licence agreement then I'm struggling to understand why it's off putting
Personally, I have no issue with them making their own internal fork, but then blogging about their thing without contributing it back leaves a little bad taste. If it’s so good, then contribute it back, since they benefited from the volunteers.
What? Who cares about the license agreement? Lawyers and bureaucrats maybe. The real issue with _any_ software project is whether it is meant to be a step toward a more livable and peaceful world or not. Sure, some people make guided missile software to murder people for profit, but that's just obviously antisocial behavior, regardless of how well it complies with license agreements.