"Competitor that through their marketplace success makes us further from our social goal" doesn't have all the same connotations as "advisory", but given their goals I don't see how it's not an accurate descriptor.

No, the software marketplace isn't a zero sum game. I'm not even a believer in free software, but it still frustrates me to no end when someone says "not a zero sum game" in a conversation that is so obviously about market share.