Putting money in Gulden / NOVO is similar to purposely dropping your soap in the prison shower.
All comes down to economics, the more money the Gulden community pay towards Novo the less the Gulden community will get out of the developers. Rijk is in charge of the developers as the founder on both projects and he will stipulate how the developers will use the time they have. As a developer myself I am in a situation where I have 2 managers asking me to do work, the priority has always gone towards the revenue generating work. You give more towards Novo and Novo brings in many buyers, Rijk won't give the time of day to Gulden, it's this simple. I don't have to know him to know how life works.