> I suspect those users do care about freedom.
I meant software freedom in this context; I should have been more clear.
> The FSF would do well to focus less on the ideology, and more on providing a better user experience for non technical people.
There are plenty of organizations that do that. The FSF exists for very specific reasons---ideology is essential.
> The "free as in free speech" doesn't work too well because speech is not a product
I don't follow.
By "free as in free speech" we mean the same thing as when we say "free as in freedom".
> Also, Windows doesn't exactly stop me from doing questionable activities, like authoring documents that would be considered subversive.
You're not setting a very high bar there ;)