I don’t think I’m saying anything new here, but if the free software is superior, then it’s easier to make the argument to try it out. If it just has similar functionality, then there’s little incentive to move over. A good example is GIMP being presented as an alternative to Photoshop. It’s not. Not even close. And I hate Adobe and refuse to pay for their crap. Even price isn’t enough. If your job/business depends on a piece of software that cost a lot of moolah Vs. an unknown free application, the free software loses. So you need a superior application plus an easy way to migrate all your data.