An individual switching is certainly ineffective, but if the switch affects other people in their household, especially children, then they will grow up knowing that there’s a better alternative out there and potentially bring that to their workplace, especially in smaller companies. And it doesn’t have to be a complete replacement at the workplace to start with either; it could be the adoption of a standard that doesn’t require the use of big tech products, where people can use open products that support the open format.

This line of thinking is why big tech has a strong interest in putting their products into schools, as it shapes the expectations of schoolchildren of what tools are available.