With many years of observation of the past efforts to bring people to use free/libre software that I have studied, **almost** all of the attempts so far lack the important points:
* Free/libre software doesn't aim to be "secure", "privacy-respecting", "user-friendly", "stable", "gratis" and so on... It aims to be free/libre. All the other niceties are consequences of the development and the help of the users that gave feedback and/or contacted someone to fix the problems. * The explanation of the essential freedoms, with or without examples, and why they're important for society in general.
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