Yes, basically a marketing campaign. Wikipedia [0] says (in part): "Netscape's act prompted Raymond and others to look into how to bring free software principles and benefits to the commercial-software industry. They concluded that FSF's social activism was not appealing to companies like Netscape, and looked for a way to rebrand the free software movement to emphasize the business potential of the sharing of source code."
In other words, we had a thing that would benefit everyone in many ways, but some people didn't like the marketing message of "users deserve these rights!" so a complementary marketing message of "cheaper and higher-quality software through collaboration!" was needed to reach that group.
In other words, we had a thing that would benefit everyone in many ways, but some people didn't like the marketing message of "users deserve these rights!" so a complementary marketing message of "cheaper and higher-quality software through collaboration!" was needed to reach that group.
[0] https://en.wikipedia.org/wiki/History_of_free_and_open-sourc...