It looks to me like people start with open source licenses because that's helpful to get them market-share (and in some cases community contributors and maintainers), and then they switch to a non-open-source license reserving certain rights to profit to them hoping to maintain the users that they wouldn't have gotten if they started with that license.
I am curious for examples of any projects now *starting( with one of these non-open-source rights-to-profit-reserved licenses, now that is clearly "understood". Are there any examples? Are they successfully attracting users? Contributors?