The GitHub repository of Elasticsearch and Elastic's website should not be afraid to call Elasticsearch "open source". The upcoming release of the Open Source Definition (v1.11) will acknowledge that Server Side Public License (SSPL) is an open source license.
As more projects reject the "OSI approved" label and more developers recognize the OSI's failure at maintaining the open-source definition, there's an opportunity for Elastics to stay ahead of the curve and lead people in the right direction. The alternative choice would be to wait for the masses to lead the way and just follow them from a safe distance.