The people who they are addressing are bussiness, and they think in terms of gaining money and loosing money.
Open Source Software is a concept they will not understand easily since they don't have a concept of interacting with people without a gain or loss perspective. It is very important that we educate people about what the choice of open source software means. In their terms: You have to invest more _time_ into learning how to use a more complex and better tool. And also to help it improve by providing feed-back. And it's the job of the ssh-salesmen to convince people that they have to invest more money into an easier to use tool. That's the main attraction of their concept: ease of use. # Han
