Even though this has happened before, a few will still fall for it
Selling open source with lock-in is like trying to sell windows without support for legacy applications. Eventually even the most pointy haired bosses catch on and plan a migration away from lock in.
Google have enough money to develop their own operating system, but Microsoft have demonstrated that it is the limit of their resources. Anyone smaller would have to maintain their closed source patches to keep up with the rest of the world using F/OSS for free without the benefit of the largest share of the world's advertising budget or control of the distribution channel. Everyone trying to lock people into different closed source extended clouds would just be a re-run of the Unix wars.
Most of the free software crowd will not care, and the few who do will use Affero style licenses.