I don't think the fair source is trying to re-define open-source. These companies have acknowledge that people are passionate about keeping the term "open source" true to how the open source initiative defined it, and have chosen to create a new label in which these new licenses can be described by. Creating a distinction between companies who don't give public access to code at all, companies which share code but under licenses which protect their interests for a finite period of time, and "true" open source licenses.