Useful observations

The red pill/blue pill stuff is a little over-the-top (most proprietary software isn't out to get you and some free software may be), but I think the point that we need to market free software in terms that consumers will react to is a good and important one.

Stallman has trouble reaching the masses because he writes in a style that many people find silly, like a parody of 1960s Party cant. And his arguments are radically mistuned for selling the message ("You're better off not watching those movies, anyway"). Selling freedom as a hard slog, with less-capable software, for no other reason than because "free is better" is not going to work.

Real movements towards freedom, whether of speech, religion, or anything else, have been driven by real restrictions on freedoms that really matter to people. Freedom to look inside and modify software is just not something that matters to the vast majority of people.

Hence the need for marketing. Apple is exceptionally good at creating objects that inspire desire. Despite all the reasons that I know the iPhone doesn't really meet my needs and is only available for a network I don't want to use, I still really want one.

FLOSS needs something like that - a campaign that doesn't rely on cant and on long, dry arguments about things that most people don't care about, but that simply creates an internal lust for freedom. Stallman took a step in that direction by wrapping the movement in the well-loved mantle of freedom (people like the idea of freedom, even if they have no particular need for a particular freedom), but hasn't gotten past his own need to promote that idea based on logic.