Although most open source developers would probably hate to admit it, marketing works. A good marketing campaign can create buzz around an open source product, even to the point where hardheaded coders find themselves having vaguely positive thoughts about the software for reasons they can’t quite put their finger on. It is not my place here to dissect the arms-race dynamics of marketing in general. Any corporation involved in free software will eventually find itself considering how to market themselves, the software, or their relationship to the software.

— Karl Fogel, Producing Open Source Software