It is possible that someone wanted to share their work with others without any payment expectations (but not realize the value of their work) and chooses to license it permissively.The product becomes successful, but the only ones earning money through the product are big companies. ( One may argue that project became successful because of its license or because it was used by the said company, but they are difficult arguments to prove and accept).

I won't fault them for expecting to get paid if they later realize the value of their work and know that it is generating significant commercial money. It is natural to feel like being taken advantage of by the commercial entity when they don't get compensated (even if that was their initial choice).

When someone says "you should have chosen to make it proprietary or use a more restrictive license from beginning", it might come across as a polite way of saying "Too bad, no backsies! You were foolish enough to chose a permissive license. So, accept the consequences".

If a developer wants to get paid for their work with something other than "feel good OSS points", I don't see many options out there. They need to solicit donations(which doesn't have good track record) or re-license.

I think as more products go through this cycle of permissive license, monetization by third-party and re-licensing, we'll be seeing a significant number of projects erring on the side of caution and use restrictive licenses from the start.