This might indicate moreso that they believe they won't lose anything by the transition and users might ultimately benefit

Embrace, extend, extinguish. it could take about a century, but every software company (hardware maybe next century) is in the process of being swallowed by free software. Thats not to say people can’t carve out a niche and have balling corporate retreats for a while.. until the sleeping giant wakes up and rolls over you.