The downstream effects of something being open source might acquire users, but being open source in of itself doesn't do anything except for a very tiny slice of the population. I'd say (in the US) more than half of the software developers I know use an Apple phone despite Android being much more open.
Whenever I'm on HN I feel like most of the posters here live in a bubble where they think most people are anywhere near as tech literate as they are. (You can really feel how this forum is SF-coded).
> The downstream effects of something being open source might acquire users
So labeling means nothing, but open-source is important to users. See also: enshittification.