Funny how you mentioning BSD got me to thinking of Sony Playstation and Nintendo Switch. Which are proprietary and not user serviceable. A Steam Deck, Fairphone, or Framework laptop is each less proprietary and more FOSS stack, and user serviceable. Which a user may or may not want to do themselves; at the very least they can pay someone and have them manage it.

Also, Apple is just the one who survived. Previously I'd have thought of SGI, DEC, Sun, HP, IBM, Dell some of whom survived some not.

Those three consumer products I mentioned each provide a platform for a user and business space to floroush and thrive. I expect a company doing something similar for cloud computing to want the same. But it will require some magick: momentum, money, trust. That kind of stuff, and loads of it. (With some big names behind it and a lot of FOSS they got me excited, but I don't matter.)