What do you mean? GPL licenses aren't truly free! They limit the right of corporations to abuse users! That can't be right! Better to use another license on the off chance you'll win the VC lottery.
We have evidence that any hardware maker that would open up their hardware will do it already (see: reMarkable, Ubiquiti offering SSH root access). If you try to fight that battle by holding software from them, you only lose them as a contributor as they make their own, which is worse for everyone.