Ubuntu has followed the same path of first building their user base on trust and quality and then monetizing it hard with various shady schemes.
Even coffee shops do it. First they sell high quality coffee for little margin and "don't expect or accept tips". Then they switch to the dark side to monetize the trust: they cut hard on materials, they pay $2/hour to employees and expect the customers to subsidize their minimum wages with tips (that are now accepted and very much expected).
Even coffee shops do it. First they sell high quality coffee for little margin and "don't expect or accept tips". Then they switch to the dark side to monetize the trust: they cut hard on materials, they pay $2/hour to employees and expect the customers to subsidize their minimum wages with tips (that are now accepted and very much expected).