Easy to find oneself plaintively nodding along with this, but actually the free/open-source subculture has not been commodified. RMS is, I know, not exactly sexy, but he is actually hip. Someone somewhere I remember said that the icons of the counter-culture now are people like Snowden. I tend to agree with this. They are indeed rather nerdy, and one might quibble with Snowden's choice of national refuge (assuming he had some choice...), but if there are rebels and anarchists now, it is people like them, not the "punks" with spotify streaming and an instagram feed. Tattoos are mainstream. Emacs, and libreboot, are radical.