But they're interested in taking a step in the right direction, even though they will not reap the full benefits for quite some time. This must not be squandered!
The problem here is that emphasizing the negative association still ties it to GNU/Linux - first, the presence of a visible "devil", and second the difficulty of being confronted with an overt looked-down-upon decision that is not fully understood.
Rather, people respond better to the carrot. They should be informed - they might indeed have a different machine that would be a better fit for Linux. And they should walk away knowing that the machine they have is not perfect from a Freedom standpoint.
But how are they supposed to care enough to influence a purchasing decision, especially of a new machine, if we make it difficult for them to become accustomed to the benefits of Freedom? A machine loaded with all proprietary blob drivers still showcases the results of Freedom quite well - similar to why there is such big business in taking Free software and locking it up with DRM/HTTP, but I digress.
In general, RMS really needs to reconsider the nuance of how he applies his philosophy to the modern world. While he has been extremely prescient and unyielding for the overall war, he keeps wanting to fight the original battle rather than many of the new fronts that have sprung up.
For example, he uses a T400 laptop - what storage device does it have? I guarantee it runs non-free firmware from flash. There is little difference between this and AMD's graphics firmware blob files, if the latter is only ever loaded under Free control. Condemning the latter because it puts the blob front and center in our faces is fundamentally a symptom of failing to flesh out the paradigm of what applied Freedom means, and without that we cannot hope to defend it!