If one takes GitLab's communication entirely at face value, one might consider there is some kind of 'principled' thing going on here, but I suggest that 'it's

If one takes GitLab's communication entirely at face value, one might consider there is some kind of 'principled' thing going on here, but I suggest that 'it's just a business' and that GitLab isn't some shiny example of much, other than a well run entity. All of the 'everyone can do this' language in their communications, is just that, communications, it has a cognitive resonance with words such as 'equality' which appeal to some (well, all of us in a way) - but it's marketing. The are what they are because it works for those involved, and also makes them money. Many boring business without fancy communications provide immense surpluses to the world.