I think those are called rogue-lites, for the reason that real rogue-likes (e.g. nethack, DCSS) actually wipe out all your progress on each attempt.
It's not a hard and fast rule or anything, just what I've observed in gaming discussions.
Roguelikes really benefit from long-term development and continual balancing, new content, and quality of life updates in response to feedback from players. These are games meant to be played and mastered over the course of several years. Traditional commercial game releases are much better suited to one-and-done style single play-throughs.
The other major commercial model, the subscription- or microtransaction-supported long-term game development, such as you'd see with popular multiplayer games like Fortnite or League of Legends, would seem to be a viable alternative for Roguelike development. I don't think it would work out in practice, however, since most gamers don't seem to be interested in playing a game to mastery unless it involves a high level of competitive play.