Most of his blogs are about how awful OOXML (Microsoft Office's open standard) formats are, and that everyone needs to switch to ODF (his preferred open standard).
What people don't want to use is products which don't work with everyone else's. LibreOffice works with Microsoft Office files really well, but for some reason Italo doesn't want you to know that. He wants the entire world to switch formats to LibreOffice's formats, but really that's just telling potential business users LibreOffice can't meet their needs... interacting with the existing monopoly of Microsoft Office users.
This is a self-sabotaging marketing approach. LibreOffice needs to be promoting itself as an excellent drop-in replacement for Microsoft Office which will easily interoperate with every other organization's office applications, regardless of format.
Office supports OpenDocument.l, it just doesn't use it by default.
A far better marketing strategy would be to loudly announce, continually, that LibreOffice is the best software for handling Office files and ODF alike! And as people switch to LibreOffice and it defaults to ODF, that naturally grows.
Meanwhile, LibreOffice's current marketing strategy may succeed in getting governments to offer ODF files and simultaneously sabotage anyone from ever switching to LibreOffice because LibreOffice's own marketing claims it won't work well with Word and Excel files.
No, it doesn't only do that. It also suggests the open xml MS Office format is a mess.*
> This is a conversation I have at work, where people laugh when LibreOffice is mentioned and suggest it's incompatible and we can't consider it.
This is evidence your coworkers are misinformed and you can't correct them. It is not proof that the only thing this blog post does is communicate LibreOffice can't handle Microsoft Office docs.
* this is a tale as old as time, I'm 37, remembering reading about this over and over again on /. when I was a young teen. It was part and parcel with Microsoft's antitrust era. The idea was the open format would help avoid antitrust claims, the complaint was the open format was so byzantine as to be effectively closed.
Really? You think the average user cares about this drama?