Traditional open source licenses and definitions of open source demand that the licenses not differentiate between different use types (personal, commercial, governmental, etc.) Newer licenses are coming up that do differentiate. Traditional open source orgs are often saying that they're source available, not open source.
"Open source" has become synonymous with "free labour" for a lot of firms, and there's a whole class of SaaS projects which amount to gluing together other people's open source work and then supporting it.
I think this was all fine for people during boom time; you built your resume up on GitHub, you got street cred, often your employer paid for you to work on it. But I think it's starting to lose its sheen for some people.
On topic, indeed, shaming is never an option. But still I wish companies would donate to projects - in some countries there are even tax incentives to do so, and the benefit is that they essentially externalise development of a valuable tool for them. Also would earn a lot of good will - as steam does (while not sponsoring money directly).