Disproven? By what means? Surely you don't mean scientifically disproven. Surely you don't intend to imply that science can prove or disprove any question of origins? You have heard of the scientific method, a systematic study of natural processes by way of observation, hypothesis, testing and so on?

The Linux Foundation seems to be moving in this direction. http://www.linuxfoundation.org/en/Main_Page

Exactly, there's no dichotomy to marketing. Marketing is one thing: Making your product more useful. That absolutely includes research, planning, and advertising. It also includes competitive strategy and distribution. Make your product more useful: not just more functional, more useful.