You seem to be asserting some simple zero-sum exclusionary game here that does not exist. I am entirely content if Amazon or Google extracts some value - that in no way inhibits anyone else doing so in reality. But to me the far more important case - a messy long tail - is smaller organisations such as the small telco that used a few lines of my code to help avoid early smart-ish picture phones on their network blowing each other up with malformed JPEGs. Said telco could not have released the exchange's software suite under GPL if I'd had that 8 lines of my Java under GPL rather than Apache.