I sometimes refer to free software as to "software under a free license". If you specify that the license (and not the software) is free, it might help people to think in the right direction.

Of course, with proprietary software all you buy is actually the license, since the developer remains the owner of the software itself. This way a free license would mean software at no cost. But since it's a stupid concept for trade, imo most people don't think about it like that.

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