i'm not familiar enough with the start of the open source movement, but the
way i've always understood it is that those who started it did not have the
goal of bringing the message of free software to the larger public, but
rather the message of open source (which, as you probably know better than
anyone, is not the same thing).
Some of them did have that different goal; others thought of it as a
"marketing campaign for free software". It turned out to be the former.
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