Only if we let it, and stop shouting about it and finding alternatives every time a company does this.

This isn't a new thing; companies have been trying to play "almost open source" games for decades, and they'll continue playing those games as long as it either works or doesn't have sufficiently large penalties for trying. (Much as companies will continue violating copyleft licenses as long as they either get away with it or the penalties for trying are simply an expected part of the risk.)

The best possible response to a company doing this is that someone forks the code, starts or expands a competitor, and the original company's revenue drops massively as a deterrent.