Ever since Oracle got their hands on Java (by way of acquiring Sun Microsystems), it has worked hard on making money of it. As far as I can tell, it has been as unsuccessful at this as the prior owner, Sun. Compared to Sun, Oracle upped the ante by way of suing Google over Dalvik, making it harder to get JDK certification, etc. The main lever Oracle has is the ownership of the Java trademark.
Like many I assumed that Java is dying a slow death now, eventually to be replaced by the next successful initiative. Scala, Go, and others are attempts at that, though (not yet) successful ones.