I think the following analogue is apt: lots of people drink coffee in the post-Columbian world. When you order coffee and sugar most of the 8 billion people on the planet understand what you are talking about. However, if starbucks does not exist nobody understand what frappucino is. You can have the drink and have a very active internet group of frappucino afficionados, but despite the fact you know thousands of frappucinistas, still somehow the concept does not escape your internet sorority to a popular fame.

You've tried ordering the frappucino at the local diner, patiently explaining the merits of this fantastic bewerage, convinced by the zeal of your fellows that this thing is the best thing to happen to coffee bean ever. To no avail.

Or let's make this even more concrete. You are an english nobleman trying to order coffee in venice in 1614. No can do, coffee arrived in venice in 1615. Unless you know someone specific you cannot explain coffee to most people in venice 1614. In 1615 everyone knows, or think they know what it is, as clergymen banned coffee only little bit after it arrived...

My point is, you can have a very good idea but ideas don't spread by the merit of their goodness. I mean, we've know decades what we are doing to the biosphere but only now the large population is taking notice as shit starts to actually it the fan.

So people who discuss libre software fervently might be right, but that still does not mean you achieve anything by prosetylizing the concept to your employer.

Last analogue: You were stolen from Senegal and now are planting cotton in Georgia. A guy called Sam claims he owns you and will beat you if you try to leave. You are convinced slavery is wrong and that no one should be able to own another human being. Most of you fellow slaves agree but somehow you've failed to convince Sam and the rest of his farmer friends.