I understand that, my answer was just to highlight that "Until then we can only keep on raising awareness" is not a true statement. Especially while seeing articles like "How open-source software took over the world" https://techcrunch.com/2019/01/12/how-open-source-software-took-over-the-world/ it is really weird to hear that the only thing we can do is to "keep on raising awareness" while effectively ignoring a mainstream movement.
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While I agree that open source took over the software world, I’m not sure about the mainstream movement. Software is a tool for the people who use it. Even if most products that use open source are targeting people outside of the software industry, I would fear the target audience has no clue what open source is. Even worse: they would not care.