Step 1: Release cool FOSS apps and gain popularity.
Step 2: The apps are still FOSS, but now most of the cool features are actually proprietary and running on the company’s servers. <— we’re here right now
Step 3 (soon-ish): “Since our customers love our proprietary features so much, we’re no longer maintaining our FOSS version. Subscribe to our new pro subscription to continue accessing the apps”