This is not an untested axiom, it is a reality that I face. Most people understand even a highly accented "open office". OTOH, listen to these vastly different pronounciations of libre : http://www.forvo.com/word/temps_libre/ http://www.forvo.com/word/libre/
In addition, the first 3 pages of a google search for "free office" does not turn up libreoffice (the first hit is OpenOffice). I'm sure this can be fixed with a bit of SEO, but I'm afraid TDF isnt thinking about its target demographic: non techies.