>> The term Open Source was coned because ESR, Bruce Perens and co. didn't like the term "Free Software" - they were afraid it will scare the software business
away.
Sure. They didn't completely align with Free Software, so they coined a new term for a new kind of license.
Current companies are free to do the same thing. If they don't like the Open Source or Free software licenses they are free to coin their own term, write their own license. Nobody has any problem with this, and every company is free to write whatever license they like.
What they don't get to do is co-opt the term "Open Source" and then change the meaning of it to something quite different. That's not ok.
I completely agree that Open Source is not necessarily a viable business strategy for most businesses. The solution to that is to not be Open Source.
For some reason, some companies though think this is not ok. They want to use the marketing term "Open Source", as if it means whatever they want it to mean. They want to build on the goodwill generated by decades of Open Source developers, and then bait-and-switch that goodwill at some point. That's no ok.
>> it turns out you no longer can because any software you build in this way will be used by Amazon and they will earn the money, not you.
You make this sound like this is something new. Whereas Open Source has always been used by big companies to make money. MacOS is based on NetBSD. That's over 25 years old now.
So yes, if you want to make a software business, and you plan to sell your product, then releasing it for free and allowing others to use it commercially is probably not a great business strategy. So if releasing it as Open Source is contrary to your business goals then, you know, don't release it as Open Source.