At the end of the day vBSEO own the right, so they can decide what they don't want there product used for. And you could argue this proves it not all about money for him. Otherwise the morals would have gone out the window and you would now own a vBSEO license.
I could be wrong, but I think he also refused to sell a license also to well know file sharing vbulletin site also based on morals
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