Of companies mentioned in the article, the asymmetric contributions to OSM that bother me the most are AllTrails and Strava - 2 companies that heavily rely on trail data sourced from OSM.
AllTrails does close to zilch to help put trails into the maps, even though the majority of trails are user-generated content.
Strava has let "Slide", their one project that could help put trails on the map, die an ungracious death.
If you build a whole business model on top of free data, it may be worth considering improving that data.