In the tech industry, open source has clearly won. You're right that most end users don't particularly care. The engineers building solutions definitely care, and prefer to build on top of open source dependencies.
Either way, with social, and the network effects required, you’re targeting end users. The widest net with the lowest common denominator. Whatever success open source has had among people that live and breathe these issues every day is not replicable there.
I’m probably coming off as just a hater or anti-open source or something but I’m really not, I just feel like there’s a certain perspective that is a lot more niche and esoteric than its proponents realize.