Mozilla's campaigns to get people to use Firefox worked well enough because there was a "thing" that people could go download and use. While it's possible to build the GNU Operating System it's not really a completed and ready to use system just yet. Most people use derivatives instead, with the Ubuntu GNU/Linux distribution you mention being an example of a popular one that also bundles proprietary software.
The goal of simply getting people to use free software (aka "popularity") is not enough, in my opinion. The goal should be to instead teach people about why freedom matters so that they will refuse proprietary software and not run it anymore. The big question is how do you change people's *values* and get them to value freedom? Anything that doesn't do that means that they'll just switch to the next neat thing when that comes along later. RMS discussed some of this in Avoiding Ruinous Compromises [1]. [1] http://www.gnu.org/philosophy/compromise.html
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