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The Open Source & Web 2.0 - Overused and overrated

I believe in open source. But, there have been too many events around open source in past couple of years that it is hard to believe that open source is not another commercialized entity. Companies posing themselves and based on open source technology in turn aren't really open source in their products and offerings, and this brings an interesting and questionable point at times 'what's cooking behind those open source company doors?'. How many companies can we list that work towards the actual cause and benefit of open source, and also serve the underlying principals and foundation of open source? Most companies today are focused on how to make money off of the open source buzz, get funded and attract venture capitalists.