> Protecting the user's right to run the software for free on their own or in their company so long as they don't resell it

One company uses the software internally to create more value for a customer of theirs.

A second company uses the software internally to provide a paid service to a customer.

A third company resells software they bought to their customer.

The end result is the same: Company makes money, customer exhanges money for value. Somehow only one or two of those use cases would be legal.