The sheer amount of "open source" today is because it is a great marketing term for what is effectively proprietary software or feedstock for proprietary software. It's not popular culture due to its empowering users, or even the pragmatism of say being easier to debug, but because it is the specific technology that Surveillance Valley businesses are built upon!
Furthermore, dumped-over-the-wall projects like Android would be better referred to as "Shared Source" (with its association) - the Free branches are seemingly unable to actually keep up with the master!
I think the answer to the conundrum is still "Free Software", but IMHO the FSF needs a strong makeover. On fundamentals, Stallman was and continues to be very much correct. But he seems to have become less applicable due to not necessarily choosing the right battles or making the right compromises.
Here (https://news.ycombinator.com/item?id=19436615) is a thread I wrote a few days ago expanding in the specific context of firmware blobs.