A quote from Larry Wall that I like:

...It's almost like we're doing Windows users a favor by charging them money for something they could get for free, because they get confused otherwise...

Personally were I you, I would GPL it, and let the company try to make a profit. Given how the GPL works, the opportunity for them to make an undue profit is very limited, but in trying they will inevitably publicize it. And that means that it gets to end users faster, most of whom will get it cheaply.