I don't think they care if they keep it to themselves or not so long as they have a fair amount of control over it. They've been bitten in the past being tied to a 3rd party for improvements to their mobile OS and want to avoid that. If WebOS hadn't gone up for sale, they would likely have used Android
People had been doing some pretty nifty stuff even before the native SDK for webOS came out so I'm not sure what you mean by open sourcing it. Among the various platforms they are probably the most open and their developer tools are light years ahead of anything the competition has to offer.