...then they fight you...

now that they know the name of who they're fighting

a sizeable hurdle takes the form of so many would-be victors excited at the prospect of change (finally, from their perspectives especially), and glad that Microsoft and the big-corp way will not win

it slows because they need to find out why the change is happening, how it affects their perspectives, and focus on those differences

change is more painful than learning from others – perhaps because it's learning from ourselves