Comment by dwaite

Because there are people who care about Free software from a philosophical standpoint on how societies should function and interact.

The community aspect of free software both pushes for more people to participate (and often for other groups to be excluded as "wrong" or "evil").

But that community only offers secondary benefits to those who are authors or painters or photographers rather than software developers - economic factors, risk aversion, functionality, and so on. The FLOSS communities are almost invariably driven toward hobbyists and developers rather than authors, artists, gamers, and the like - people whose interest lies outside of tinkering with and/or improving software.

The BSDs were never really a movement in that sense, and macOS is still just a product even if there are enthusiastic users of them both.

Similarly on the Linux side: Android, Steam Deck, and countless IoT devices are examples of successful products where the Linux aspect of them is not really even advertised.