I'm aware of that, but I suspect people will (rightly) be wary of assigning copyright to my company, granting me rights over their contributions that they thems

I'm aware of that, but I suspect people will (rightly) be wary of assigning copyright to my company, granting me rights over their contributions that they themselves aren't able to exercise (since doing so would require incorporating code licensed from me under the GPL). We're currently putting together a proposal to make this an Apache Incubator project and I hope to have it developed as a community effort there. Thus everyone will be able to use it in their own open- or closed-source products if they wish (which will increase the attractiveness of the project for some, who would otherwise avoid GPLd code due to its viral nature). And then no company/individual has any special rights over others who have contributed.