The FSF and free software movement have failed because they prioritized the hero worship of a single individual over the actual furthering of their ideology. They have had nothing new or useful to contribute to the public conversation in over a decade.
So I can't believe people are still parroting "open source is about efficiency, free software is about ethics" or similar. Free software is about the ethics of one man, it's not a movement. They have spent all their energy alienating new blood.