If it's indeed on the scale of a run-from-home business, then perhaps, given the amount of time that's elapsed, they are already contemplating ways of becoming a bit more Linuxy.
But it's not a given, so it might be more in my interests to produce a range of GenericPlugins® that happen to be compatible with the Arduino, or more relevant, anything that might evolve later as a stalk of Arduino.
I for one, need lots of 8 x input + 8 x relay (595 + 4021) mini-plugin boards, but they don't exist off-the-shelf, so I'm having to cut the boards myself. I could shoot the spec's off to China and get them whipped into production for a couple of bucks each, and then I'd have the problem of needing to purchase a 'beyond my needs' quantity, like 10,000.
But if I produced that many boards, and made them available for sale to the public, then there quite possibly would be more people wanting to buy Arduino's, because they can purchase that 'off-the-shelf plug-in solution' to their everyday problems.
So the way I see it, changing the terms of the license so I can call them ArduinoPlugins®, could only do more good than harm. And surely it's product reinforcement, the more ArduinoThings® out there, the more attention people are going to pay to the 'Arduino' brand. And that brings them back here, to invent and contribute.