I should add. One of the reason I thought that RethinkDB might actually survive was that (as far as I could tell) their database not only solve scaling issues, but also helped solve real-time push to mobile apps. I'm surprised they didn't position more to mobile app devs for adoption.
Contrast CockroachDB with some of the other nascent open-source-to-successful-businesses:
Influx - Solves timeseries applications challenges. (biz problem)
Citus - Solves a scale out technology problem with an already established DB platform. (tech problem)
Confluent - Solves scaling issues with an already established data streaming database. (tech problem)
Cloudera - Solves scaling issues with an already established big data platform. (tech problem)
Elastic - Solves search application challenges. (biz problem)
Cockroach - Solves scaling issues with SQL databases by offering an alternative DB. (??)
Unless Cockroach can position itself as either solving a technology challenge with an already adopted DB solution, or solves a business problem, it's going to be very difficult to achieve profitability.