If you look at companies like Red Hat, and Nextcloud, neither of these companies sold proprietary versions of their software. Red Hat sold licensed versions of their software, but they were always FLOSS.
Nextcloud's CEO talks about how selling a proprietary version of your code is bad for your customers and puts your company into a Catch 22 with itself. "Do we add this feature to the 'Community' or 'Enterprise' version?" or worse "What do we do when someone makes a FLOSS plugin that competes or is better than our internal version of the same functionality?"
There's a huge need for a good chat system to compete with the likes of Slack, but Matrix has bitten me several times and I don't trust it. In an alternate universe, they could have made Matrix work well for all levels of users and then sold customization and B2B deals with their customers leveraging the community, which has always wanted Matrix to succeed.