I think this is a negative sum outcome. The key metric is customer value and the Apache License had previously struck a balance between commercialization and customer lock-in. The Cloud gorillas (AWS, Azure, GCP, and Alibaba) have disrupted this balance but they too are delivering customer value.

I'm not sure if OSS vendors like Elastic need to modify their business models, Apache needs to address the suboptimal situation, or if the Cloud gorillas need to change their business tactics but something has to give.