Paying for software or software support is a genuine hurdle:
Ads
Sell user data
Subscription fee
Donations
Article ultimately focuses on 4 wanting to make it a social norm. I think this is wishful thinking. Businesses need hard legal or financial incentives to do anything. Adding a (stronger) tax break could work, but now you've added complexity to the tax code which means more loopholes. Suddenly paying for android is "teeeechnically" open source and you get abuse.