The problem with Open Source's initiative is that it expects people to care.
It's all about choice right? Well, most people don't care enough to make a choice. Hell, most people don't care enough to vote for who leads the United States, you expect them to give a crap about which browser they use?
Heck, I don't care. I have a wife and 2 kids to deal with. How can I expend brain cycles caring which browser I read a web page with?
Anyone have a good reason why I (or anyone) should care? I can see security, but Internet Exploder and $afari and Kram and Firefux are all the same in that regard at this point.
Browse the web without ads? Who cares, my eyes aren't so sensitive that a Ford ad on their new car is going to damage my rarified retinas.
See, that's the problem, it's all about choice, and the vast majority of the world doesn't care.
At least, that's how I see it.
When all else fails, read the instructions.