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The people, not profits!

As the OpenSouce Initiative pointed out when it was founded

The real reason for the re-labeling [free-software to open-source] is a marketing one. We're trying to pitch our concept to the corporate world now. We have a winning product, but our positioning, in the past, has been awful. The term free software has a load of fatal baggage; to a businessperson, it's too redolent of fanaticism and flakiness and strident anti-commercialism.
Mainstream corporate CEOs and CTOs will never buy free software, manifestos and clenched fists and all. But if we take the very same tradition, the same people, and the same free-software licenses and change the label to open source - that, they'll buy.

Coders of the world, unite!

Educate, agitate, organize!

Victory to the Proletariat