Yes, but who tells you "you can't do that because we want to keep open the possibility of making money later"? The lawyers.

AT&T gave away Unix during Unix's formative years, because AT&T's government-granted monopoly disallowed it from making money on computers. They didn't make any money on Unix then. They tried later, and made some, but what a sense of loss about what might have been if only they'd been charging from the beginning! Of course, if they'd been charging from the beginning, it's hard to say Unix would have been so popular.