Anyone working for a big company might be skeptical that a large business, or even a strictly online business, can form the same kind of friendly, loyal relationship with customers as a local retailer. I'm saying it's already been done because I lived it.
Men have looked away from themselves and at things so long that they have come to esteem the religious, learned and civil institutions as guards of property, and they deprecate assaults on these, because they feel them to be assaults on property. They measure their esteem of each other by what each has, and not by what each is.
When I launched the development of the GNU system, I explicitly said the purpose of developing this system is so we can use our computers and have freedom, thus if you use some other free system instead but you have freedom, then it's a success. It's not popularity for our code but it's success for our goal.