being open doesn't mean it becomes free to use, you can still sell your licenses
https://www.aseprite.org/
successful product, and is open source: https://github.com/aseprite/aseprite
there are many examples like that
being open source allows your users to participate in the development, fixing things, and adding new features the company wouldn't have done themselves because: lack of budget, or "too risky"
this is why i dropped Sublime Text for a different editor, i was waiting years for them to fix a feature that annoy me so bad (file preview when you search), and it still not fixed, closed source mean i can't do shit
i no longer use proprietary software for that reason, whenever possible i decide to use one that is open source
also the industry adopting Blender is a clear sign that a product being open source plays a big role for adoption
same for game engines, people preferred open source solutions for decades, the closed proprietary ones all died (minus Unity but they provide source in exchange for a license, wich i believe will be made fully open in few years, they will have no choice)
for existing business it is understandable if they started closed, and use themselves licensed code/product
but for new businesses, if you don't consider open source, you start with a massive disadvantage, worse, it makes you impossible to grow