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But my whole point is *not* about making profit.
People are motivated by different things, some like the community that forms around a project, some like the experience and can't do community. You can't tell them "oh just build a community".
Some project do commercialize and close their code completely, usually as a desperate, last resort when their work is being used to make profit by bastard companies, as it happened with Grsecurity or Nessus for example.