Firefox

On the contrary, I am quite ideologically sympathetic. I've always used Open / LibreOffice, I no longer use windows, never had a Mac or iPhone or anything, I argued with stakeholders for making our university project FOSS rather than proprietary, the list goes on. I've spent enough time arguing with people why they should care about FOSS.

I'm just also aware of my biases, and of the fact that most people are heavily biased by their UX. Most people don't want to spend a long time thinking to understand, they simply want to use. And in that respect, bad==proprietary doesn't universally hold up. Big companies can spend big bucks on user research, on figuring out what does and doesn't work for their target audience, on developing features that appeal to people. They also can spend big bucks on marketing and cultivating a brand image so that people start to identify with their products, deepening the attachment.

There is also an unfortunate side effect of FOSS when it comes to setting technical standards: If everyone can make their own, plenty of people will do that. Sure, many things have since been standardised, but how often has a common standard evolved as a side effect of some big corporation(s) adopting or outright developing it?

I don't need to preach to you about all the ways this sucks. The unfortunate pragmatic truth is that proprietary software is a poisoned, but quite appealing apple. The most common answer I got about FOSS is "yeah, it sounds great, but I don't care, I just want something that works for me."

Even if their proprietary system of choice got so bad to use that they'd switch to an open one, that doesn't mean they'd embrace the ideology. It just means that specific system does what they need it to. If iOS becomes unbearable, they may switch to Android, or perhaps to Windows phones, but they're still gonna install and use apps that feel good to use, regardless of whether they're FOSS.

The fight against proprietary software isn't going to be won on ideological grounds. I feel like some developers and advocates of FOSS miss that fact. If you want to be solid competition, worry about being a viable alternative first. Once people start to use a system that allows them to customise more, they may get intrigued by that liberty and become susceptible to the ideology behind, but unless they enjoy using it already, they'll never engage with it deeply enough.