That's exactly the core of the problem, people are buying hardware that is functional with Ubuntu or any other distro which happens to be their favorite. Stores are also being build upon the idea of providing Ubuntu-friendly hardware, not Linux-libre friendly. You're one of the few people who are providing exclusive Linux-libre support in their store, if not the only one.

We just have to spread the word more and more, until enough people will demand control over the devices that they purchase, instead of fancy marketing slogans.

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