This isn't a compelling argument. No one says "free software" is bad branding because you're implored to "think free as in free speech, not free beer."
I imagine they didn't start using "libre" due to a sheer lack of problems with "free".
> The loan adjective "libre" is often used to avoid the ambiguity of the word "free" in English language, and the ambiguity with the older usage of "free software" as public-domain software.
> The loan adjective "libre" is often used to avoid the ambiguity of the word "free" in English language, and the ambiguity with the older usage of "free software" as public-domain software.
https://en.wikipedia.org/wiki/Free_software#Naming_and_diffe...