On http://www.spreadfirefox.com/ Firefox "Calls All Firefox Fans" to work on posters, leaflets, e-cards, websites and videoclips in an attempt take more market share away from Internet Explorer. One of their most popular campaigns I've posted here, because it replicates so many cliches about women and computers, that it makes me seriously doubt this "community" approach:
On fora and blogs I find numerous people discussing whether this is the right campaign for Firefox (at least only partially busy asking if targeting men more than women is actually helpful, and whether it's possibly "pornographic" character would harm the American "market").
Funny alternatives to headless women in lace start to circulated too:
[Firefox blocks unwanted pop-ups]
But still... do-it-ourselve publicity using conventional marketing strategies as the model and measure of success? Why is it so hard, after you have reinvented the software, to reinvent software marketing too?