Although I am a big free software supporter, I have to admit that the term itself just doesn't work. 99% of the population equates it with freeware, software available at no cost, and who could blame them. You cannot search for it in a search engine without being swamped by results pertaining to this common sense definition. It's unfortunate that the English language contains this ambiguity. In my native language (French), this ambiguity does not exist: Logiciel Libre. I understand where the open source crowd is coming from, in terms of rebranding the concept. The FSF should be renamed the LSF (Libre Software Foundation) :).

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