Earlier quoted context omitted.
Well, that is the only reason why UNIX won and we got stuck with C, it is hard to win against free beer with source code available. The prices that Bell Labs was allowed to charge for symbolic UNIX licenses were a gift, when compared against traditional commercial OS prices in the 70's.
One more advantage was that C and UNIX were designed for portability. They started on PDP-7 and spread onwards from there. VMS was designed to sell mainframes so your choices were limited outside of that until the pedestal and workstation market arose around 88 (Alpha), MicroVAX, etc. Even then it was only DEC hardware. That's how you kill an OS.
Had UNIX been sold with a price tag similar to VMS, without source available for universities to play around, and it would have been long dead by now.