Part of me wonders why they don't open source datomic and crank up the marketing effort on the consultancy and datomic/clojure/etc support portion of the busine

Part of me wonders why they don't open source datomic and crank up the marketing effort on the consultancy and datomic/clojure/etc support portion of the business. It seems like a much more effective model for DB companies. For direct revenue streams, they can always have tuned/monitored clusters packaged as appliances.