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Why don't people realize that 'high software profit margins' are fugazi?

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I think the fundamental reason is that OSS software alternatives to existing consumer products largely suck.

OSS is at it's strongest when it serves developer needs. That's because the creators and the target market are highly aligned. However, this is not the same for consumer products, where that instinctual alignment doesn't exist, and has to be forced in. UI/UX is painful work, and while there's a strong monetary incentive for profit-seeking entities to do so, the same doesn't apply to developers, who often loathe such work.

There are a few star examples, but they're the exception to the rule.