Imagine this scenario...

User: Hey, you're a computer person, can you help me with my computer?
GNUser: Sure, I'll format your hard drive and install a fully libre OS for you.
User: Um, ok. Can I still use Windows?
GNUser: Oh no! That would harm you. I will help you replace Windows with a GNU/Linux distribution. User: Ooookay. But I'll still be able to do my work right, word processing, spreadsheets, email, browse the web, do my banking, all those things I spent hundreds of dollars buying a computer to be able to do.
GNUser: Sure, GNU/Linux has software for all that.
User: Cool. And this Linux thingy, it will run better than Windows too, yeah?
GNUser: wellll... maybe, um, maybe not, um, it depends on exactly what chipsets you have inside your computer, whether they are originals or knock-offs, and whether there is libre firemware/ drivers for them yet. User: Ok, so I'm going to have to learn how to use a whole new kind of computer system, and relearn all the programs I depend on every day from scratch. If I'm lucky, the computer will run as reliably as it does with Windows or better, if I'm unlucky, it will run much worse, and I will spend days on the phone to you, or searching the web, desperately trying to find out why. GNUser: wellll, yes. But you won't experiences the harms of being a proprietary user, and society will benefit from your choice not to use proprietary software.
User: But I won't be able to get as much work done, and I might lose my job.
GNUser: Maybe, but that's the opportunity cost of taking an ethical stance. So, when do you want to get started on installing GNU/Linux.
User: Ummmmm, I'll... get back to you on that.

I'm not arguing that the ethics of software freedom don't matter. I'm as passionate about them as any of you. But my experience trying to convince people to transition to GNU/Linux, and supporting them when they do (starting with myself) is that there's going to be a fear of migration pain.

If people subject themselves to that pain and end up with a computer that's less useful to them, they see that as a bad trade-off, and banging on about the ethical benefits doesn't change that. Lots of people having bad experiences, and spreading bad word of mouth about GNU/Linux, increases the fear of migration pain, and makes it harder to convince people to give it a try. Therefore, anything we can do to improve user-friendliness, reliability, solid hardware support etc make a very real difference to our chances of success as a software freedom movement.

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