Why wouldn't a project like this be OSS? How do they expect to monetize? People buying dialtone subscriptions as a social network?

Besides monetization there are other factors for not open sourcing.

* fear of being critizied for bad code

* not wanting to deal with contributions

* license compliance (maybe using something commercial, maybe trying to hide bad license usage)

* trying to keep control

* missing understanding of open source in general

* ...

So what is the idea with something then? Build software and...?