Having read the article I think it's using a great little leverage point: Do you have a website with a map? Does the map not work anymore? ("Yikes, will my map stop working," people think)
OSS doesn't have to win big popularity battles; the little cases here and there just add up over time. Soon it's in the background of everything, even proprietary software, because it's so useful that migration and contributions to the source code make sense.