
Remember the IBM Peace, Love, Linux campaign? Perhaps its impact was greater in some areas than others -- I remember seeing Tux's smiling face on taxi cab billboards (and spray painted on sidewalks) all over Boston. It was merely a month or two later I found myself nervously installing my first Linux distribution. Was this ubiquitous (and not terribly self-explanatory) ad campaign the reason I tried Linux? No, but I can't discount that the ad's approach and playfulness wasn't some sort of subliminal influence.
I'm not suggesting free software advocates hone Svengali-like powers and study hypnosis, but it seems that a lighter, not so tech heavy approach to promoting open source could be quite successful. It's not possible to completely divorce technology from open source software, of course, but for average users, what matters most when it comes to software is what they can do with it. An open source application is useful at face value, and has the potential to always be a little bit more.
And the average user doesn't care much about that. Many might like the idea, some might find they never fully understand the concept -- and a smaller number will find it so appealing, eventually, that they begin to modify their software. Having no desire to hack an existing open source application doesn't mean it isn't useful for its intended purpose right now.