The term “open source” was designed as a callback to the early days of software, when source code had been bundled by default. The strategy was to sell Fortune 500 companies on using this software, rather than employ the grassroots evangelism that had been the bread and butter of the free software movement.
This buildup of open source happens to coincide with the rise of Web 2.0, zero interest growth, growing optimism, etc. it was built for a web that used to exist