It is a move to reduce trust in a market where trust is the single most important aspect. Schneier's article is all about whom he trust, why he trust them, and conclusion he makes based on that trust.

If you bought a security product and the developer of it describes its strength as "No comment", would you trust it? Personally I am sticking with the abandoned TrueCrypt until a successful fork has been created or luks + dmcrypt has been ported to windows.

If you were right, then the most trustworthy companies would have the most market share while offering us good EULA's. Looking at top software names, it's clear trust and success in the market place have almost nothing to do with each other. It's actually opposite with the dirtiest companies on top in most places. Negative media definitely hurts the bottom line but majority of time isn't an issue. They have PR people for that.

There have always been companies that share source with customers, use stronger security tech, warranty their code, and so on. They were minority players pre-Snowden with many having left that market because so few cared. (myself included) Post-Snowden, they're still minority players with the market mostly going for whoever promises the most on their web sites & in media. Trust and security have always come 2nd (5th?) to all kinds of other criteria for buyers in the IT market. If you doubt, look at number of Facebook or Gmail users vs number using more private alternatives. People & companies sell themselves out in droves.