By increasing the user base! Why the perception that if you put out a free OS you can expect everyone that uses it to support it in other ways too? (even if it would be nice that they did). I would be more concerned that Digiman could be considered an OEM making a computer with an "Amiga-like OS" myself, that could be an issue.
AROS has enough OEM's that actually support the development of AROS not just milking it. If we're going to hold one company to this standard we should hold everyone to it.