I honestly don't mean to troll, but Apple, for example, has built an entire business on open source (but primarily not GPL) software components. They used GCC insofar as it met their needs, and then switched to something else when the GPL became an obstacle. Likewise, most companies use Linux because it's a pragmatic choice, not because of the license.
I think it's overreaching to claim that the GPL has changed the landscape. Liberal open source existed before the GPL, and will continue to exist if the GPL where to somehow disappear.