"Despite the best efforts of Stallman and other hackers to remind people that the word "free" in free software stood for freedom and not price, the message still wasn't getting through. Most business executives, upon hearing the term for the first time, interpreted the word as synonymous with "zero cost," tuning out any follow up messages in short order. Until hackers found a way to get past this cognitive dissonance, the free software movement faced an uphill climb, even after Netscape."