Then do not hide it behind the "people just want to scratch their own itch". It is a bad rationalization for a much deeper issue and the way to overcome this is by bringing awareness to it, not by finding excuses.
> wants to keep some hold on the core direction.
You are really losing me here. The point from the beginning is that the idea of "direction" is relative to a certain frame of reference. There is no "core" direction when things are open. The very idea of "fork" should be a hint that it is okay to have people taking a project in different directions.
> it would be much easier to just not open up.
Agreed. But like I said: you can not have both ways. If you want to "keep control" and prevent others from taking the things in a different direction, then keep it close but be honest to yourself and others and don't say things like "it's not ready to be open yet" or "I want to share it with others but I worry about losing recognition".