Don't talk about open source or freedom until you know what that means to your audience

From the perspective of non-technical end users, it is not important that software is open source or free, unless the openness of the source code or the freedom of the software resonates with their ideals, or unless this translates into a better user experience.

How do we in the world of Free Open Source software (FOSS) convey to non-technical users that our software is better?  How does FOSS translate into a better user experience?

I don't believe that there is a uniform message that will speak to every end user, but I do believe that freedom or openness of source can resonate in some way with everyone.  In a lecture that Richard Stallman delivered in French at a university in France, he said something like this:

Free software can be understand through three ideals: liberty, fraternity, equality.

This evoked great applause, and we who advocate FOSS should carefully consider our audience before we talk excitedly about the thing we know and love.