I think TMW should consider switching MATLAB to a freemium model.
I think that they should consider making the base interpreter free, with limited restrictions. Perhaps free for personal use, but commercial use would require a license. This would mean that some builtin source would be open with attribution to TMW, but not perhaps redistributable as new commercial offerings without a license. Etc. These are just some ideas.
My assumption is that greater revenue would come from the sales and maintanance of MATLAB toolboxes and Simulink (still paid), sales of commercial licenses and sales from support contracts. I'm also assuming that TMW could attract many potential customers who might be drawn to open source languages such as Python or Julia instead. Anaconda and Enthought are good examples of such freemium models.
I also I think that allowing some of its source to be open would attract developers who might convert MATLAB to a more modern full-stack computer language for scientific and engineering computing.