Non-monetary (direct) compensation: Some entity gets famous doing something which they're not paid for, but parlays the fame into economic gain.
FOSS example of notoriety (non-monetary compensation) later resulting in money: GCC has some benchmarks that are better than vendor compilers. Companies that use GCC start paying to improve it. The thing is, GCC is pretty good, and deserves its good reputation.
However, the notion of "Open Source" itself has been subject to hype.
I think the marketing and dumbing down phenomenon has happened with languages. However, there, proprietary software also fares worse. You may have a point.
