The software was based on Processing. It was never a secret, just open source working as intended. It doesn't look the same any more.

A non-profit is still a business. Success is necessary for existence.

Think about the number of companies that have been created to make, or heavily specialize in Arduino clones and accessories without having to pay Arduino a cent because the designs were intentionally open-sourced. It doesn't sound like a naked cash grab to me.