Ideologies take time to get induced and spread.
This reminds me of my own experience. I was first introduced to Linux in 1996 by a great friend in IIT (Amitay). I had no knowledge of the GNU/Linux portion at that time.
Then in 1999, my firm started a company to sell services using Linux based servers. On one of my sales call to ANZ, I was telling the IT manager why Linux is so great, but I was stuck when he asked me why the OS was free.
Then in 2001, I attended a public lecture at TIFR given by RMS and that was a new day for me.
It was only that day, I realized - Free and Open Source software were quite different - The word 'free' in Free software was about freedom and not price
So in my case the ideology happened after 5 years of using the software. :-)