there also this recounting of the splitting away and rebranding of libre software to open source: https://thebaffler.com/salvos/the-meme-hustler

While free software was meant to force developers to lose sleep over ethical dilemmas, open source software was meant to end their insomnia.

The coup succeeded. Stallman’s project was marginalized. But O’Reilly and his acolytes didn’t win with better arguments; they won with better PR. To make his narrative about open source software credible to a public increasingly fascinated by the Internet, O’Reilly produced a highly particularized account of the Internet that subsequently took on a life of its own. In just a few years, that narrative became the standard way to talk about Internet history, giving it the kind of neat intellectual coherence that it never actually had.