It takes an awful lot to change public opinion, and for the last ten years, the public's opinion has been MIA. The problem is that they have no opinion, they just "know" what they're told. Unfortunate problem is they're told things by morons. Where did these morons get their info? They got it from "business". And ya know, for some reason, business finds it in their best interest to spend a shitton of money on shitty software every year.
Spending too much money + Relearning software every year = Good
Spending no money + Relearning once = Bad
But then, check out this equation that someone managed to shove down their throats...
Spend $75,000 + $20,000 support contract + $45,000 lost due to software failures = Low "Total Cost Of Ownership"
Spend $0 + $0 support contract + $5,000 lost due to software failures = High "Total Cost Of Ownership"
I'm sorry. I can't see it. They can, though. It makes perfect sense to their middle-management brains, and that's what you have to combat. I don't see how you can, though. Best you can do is try for one person at a time. There's no way that you can change the opinion of 200 million sheep, aside from one at a time.