Yes there is a way to do better business. Matt Mullenweg of Automatic, the company behind (amongst other things) WordPress.com has announced that Automattic has donated the WordPress trademark – a major assett – to a separate legal entity the WordPress Foundation to ensure that it remains protected and free:
“Automattic might not always be under my influence, so from the beginning I envisioned a structure where for-profit, non-profit, and not-just-for-profit could coexist and balance each other out. It’s important for me to know that WordPress will be protected and that the brand will continue to be a beacon of open source freedom regardless of whether any company is as benevolent as Automattic has been thus far.”