I am not sure it is clear cut as you present it. Clearly Ardour the project is not a commercial product and the same should go for the source code. Arguably the pre-compiled binaries are a commercial product as they are presented to a market for a price (although the same of course does not hold for Ardour binaries provided through package managers and elsewhere). To me, the confusion mostly arises from the fact that we use Ardour to refer to all of the above, while clearly they are all different things.
Ardour certainly looks like a commercial project to me. I think this thinking arises from a couple of misapprehensions, namely:
1. Commerce is bad and somehow at odds with free software and the GPL,
2. The only way to do any kind of software trade is proprietary software.
In fact, commerce is beautiful and a cornerstone of economics and our civilisation. Most people in the free software community are not opposed to commerce. What they are opposed to is proprietary software. That is, claiming ownership of software and therefore doing commerce based mostly on rent-seeking and retaining power over said users. Free software and the GPL aims to disable this, but it does not disable, nor does it oppose, commercial software, unless you believe (2), which is evidently false, as you can see with Ardour.
I am not sure how Ardour would feel about being referred to as a commercial project. But I do suspect if you went back in time and sent an e-mail to misc@ ten years ago calling OpenBSD a commercial project because they sold CDs you would be told to take a hike. I will just agree to disagree on this one. You seem to want to make a bigger point about software and commerce and all I see are shades of grey in that commercialisation is not clear cut and neither is what is a project, its outcomes, etc.
I think GP makes a reasonable point about what commercial actually means. If you are selling something, that's commerce. If the Ardour dev or OpenBSD devs don't like it, then they are free to adopt a euphemism that makes them feel better about it, but that appeal to authority doesn't change the meaning of the term. I think that actually further reinforces GP's point about how the term "commercial software" has become a dirty word.
Now that said, I do support avoiding language that is offensive to people even if it doesn't seem to me like it should be (so long as it's still clear what is being communicated. I don't like Orwellian expressions).
