Sonar is a waste of time and effort.
Why? There are already too many distros out there and instead of a whole new
one to join the crowd, the money he gets should be spent on creating
applications or improving the existing ones.
When these applications are polished to his liking, the big push should to
get them into the Debian and Fedora repos at first so they trickle down to
the most widely used distributions out there.
On top of that, there is uncertainty if this is going to be free or not. If
not, he is being selfish and actually taking away valuable tools for those
like him who may not have his technical skills or connections.
So he is willing to have free software activists help him out and then turns
around and locks down his version of it. Classy guy.