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All about awareness
Spot on comment from dmtinklenb, fact is 90% of people I mention Linux too have never heard of it, the people we're talking about are non-technical users of MS Office who have no interest in what is ethically right or wrong, just what they are used to using and works. The 'works' word is still dodgy btw, for ex. I tried getting my wife onto Linux but as soon as she went to load one of her Powerpoint presentations the formatting screwed up, same with her (more than just text) Word docs.