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You have to educate them. It takes time, effort and energy but it can be done. Here's an article that gives a pretty good overview. It's a good place to start.
"Open-source software (OSS) is computer software that is available in source code form: the source code and certain other rights normally reserved for copyright holders are provided under an open-source license that permits users to study, change, improve and at times also to distribute the software.
Open source software is very often developed in a public, collaborative manner. Open-source software is the most prominent example of open-source development and often compared to (technically defined) user-generated content or (legally defined) open content movements.
A report by the Standish Group states that adoption of open-source software models has resulted in savings of about $60 billion per year to consumers."