but Joe user really doesn't care if a codec is free or not
Likewise, Joe/Jane user doesn't care if his/her car emits sulfur dioxide,
whether the fish that s/he caught was from a sustainable population, or
whether the loan that his bank awarded was properly secured. Fortunately,
there are people with vision and understanding who take it upon themselves
to address the larger issues and create a broader structure to support those
issues (through either legislation, rigid social mores, public humiliation,
whatever).
I respectfully feel that it is a red herring to speak about whether "Joe user" cares
about something. Joe users adopts applications
not technologies. While Joe users does't care about the codecs,
Joe user also doesn't care about HTML, HTTP, or TCP, all of which he is
still using to access his video entertainment on YouTube.
What the Theora folks seem to be doing is making sure that all of the
technical problems are adequately solved first, and then they can really
begin addressing openness at a higher level (i.e. making sure that it is
supported by the major online video sites, major web browsers, etc.).
The technical problems are often far easier to solve than the the social
ones. And if you try and do it in the wrong order, then you're not going to
get very far. I wish them the best of as well!