I'm unsure if this is willfully ignorant marketing, or naivety. Profitability is a GOOD thing -profit typically means people getting paid, livelihoods supported, lives built, etc. I hope NPM becomes profitable, to support the awesome team that builds useful tools for millions
It's noble that you are building a non-profit, neutral registry, but framing the contrarian view as evil, and pitching this as a sacred good vs evil fight is bad.
Maybe your value-add is that the registry works for the good of more than the parent funding org, and that in itself is valuable. However, not-for-profit is scary because you will refuse to go the extra mile for any one customer, even if they pay you money, and only prioritize whatever YOU deem fit and moral.