OpenBSD gets this right, they have clearly defined their global audience as being the “secure OS”.
Note: they have not defined their audience as “BSD”. It’s just the “secure OS”.
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FreeBSD problem is they haven’t defined their audience.
People use FreeBSD because “it’s the performant BSD”.
But that then begs the question, “why use BSD”?
They need to define their audience.
No list of features will do that for you.