In my experience, issues like this occur when people project ethical standards onto projects when those ethical standards are not embedded in the license.

In my view, if you believe it is unethical for someone to re-license your Apache code with their own proprietary license, then it shouldn't have an Apache license.

Taking a proprietary fork of an Apache licensed code base and creating an Enterprise product around it seems like a valid business move to me. My guess is that the "uproar" is not coming from the original project creators, but from outside community members who consider such things "anti-social" or whatnot, but I could be wrong.