The fundamental difference between the ones like Apple/Microsoft and RMS/FSF is that the latter don't seek to be in control in the way the former do. RMS/FSF actually oppose to the idea and instead seek to educate people for the peoples own benefit.
I don't see choice in the message when it comes to the FSF. I do in other open source communities but not when it comes to the FSF. I see "use our alternative" but I do not see choice.
Choice would be to educate someone about the benefits of open source technology and then let them make the decision on what philosophy they would like to follow. Not, "your company choose to make your product closed source so you are now going down an evil path". I'm exaggerating a bit so I can illustrate my point. You can think that your philosophy is the right path without necessarily thinking that the other path is "evil".
