These are not mutually exclusive. They're in it for the education, and they are in it for themselves.
You're in it for yourself too. I think that's the problem that trips people up. They want companies to act a certain way because it benefits them. But when the companies do something that benefits the company, somehow they think that's wrong.
I'd love it if my favorite gave me free food all the time. If my restaurant offered me free food if I'd put a gaudy sign on my car advertising the restaurant that's a choice I could make.
If I didn't like the sign and didn't take their offer, I wouldn't then say "well that's just wrong of them to offer me that!"
> I would be perfectly happy with Apple selling it.
I think when it comes to software, people are so used to getting things for free, that when they see something encumbered by a restriction they think that this is somehow immoral.
Its not, its just a different way of selling the software. Just like the restaurant, rather than selling me food for money, selling me food in exchange for advertising.