But, if the value-add is hosting more than the software itself, why would you prevent the 'value-adder' making the bulk of the money?
I'm like OP, trying to take a step back. What do we want here? As users? As developers? That no one does too much (or any) money hosting our software for other people willing to pay? Profit-sharing? On what basis?
Really, naively, apart from the use of the Elastic brand, that I might conceive could cause problems, who's hurting whom?