This seems like a false dichotomy. An open standard can be completely compatible with income.
For example, what3words could sell services around the standard, akin to SUSE selling support for Linux (and doing very well at that). Or, perhaps more immediately comparable, look at the OpenStreetMap ecosystem which has plenty of businesses like Klokan Technologies and Geofabrik.
From a business point of view the openness could actually lead to adoption and increased demand for the services.