I still remember when Satya Nadella went "all-in" with Linux and Open Source, the whole "running Linux on Windows", etc. Many people went nuts and in a matter of months Microsoft was the hot new "hip" company. Which anyone looking into Microsoft's business for 5min would laugh at all that non-sense. Just an example: MS makes around 2 billion dollars every year in software patents/royalties, and the list of Microsoft being Microsoft goes on.

My point is: This behavior is something more to do with the people than the companies themselves, they mostly cater and exploit it.