Atmel gave out the IDE for free, then someone noticed and came out with the Arduino. Bam! Instant market penetration.
Actually Wiring (http://wiring.org.co/) was first, then Arduino took the code to use it on cheaper chips. And Arduino keeps using code from Wiring, even today, without a proper attribution. It's true they stick to Wiring's license, but it would be nice if they let the world know it wasn't their idea.
Real Users are afraid they'll break the machine -- but they're never afraid to break your face.