I understand that money is at the root of the question. I don't see any problem with my strategy for making money, which is to win over all their users with a wildly better product.
Github itself basically followed this route. They didn't built Git on top of SVN. They built a much better product (than Sourceforge) and they used network effects (particularly their free-for-OSS offer) to grow their userbase until they could start to land corporate contracts.
I don't know if you wanted to imply that, but just to make sure no one misunderstands: GitHub didn't invent git.
I don't know if they were the first git forge, but they were certainly among the first.
Yeah I know that they didn't. Even though they didn't invent it and don't own it, it's still the cornerstone of the wall that has become the Github empire.
The specific problem is that all the competitors to Github have to use git, and that limits how different they can really be than Github and thus how aggressively they can compete to win users