You can use MapBox's open source software to do everything you'd pay MapBox for on your own. You'll just have your work cut out to autoscale and make it georedundant at high volume, which is MapBox's value add. MapBox isn't selling the software IP, the user, ads, or lock-in.
If 37signals were to release basecamp, this would be a better comparison. At that point, I would probably call 37signals an opensource company, even if they ran a SASS model.
https://github.com/facebook "95 public repos"
https://github.com/37signals "44 public repos"
https://github.com/linkedin "49 public repos"
https://github.com/soundcloud "131 public repos"
These aren't "Open-Source companies". They contribute greatly to open source projects. But aren't themselves "Open-Source".