[Conversation] Free as in aesthetics?

Has anyone else noticed this trend in the Linux community where terms like open source, free software, FOSS, etc. are used less to refer to open-ness of code and the freedoms guaranteed by it and more to an individual project's aethetics and how it "feels?"

This is an attitude that's been around for a while, but I've been running into it far more than usual as of the last few months or so. "Proprietary" has become a completely meaningless word in my eyes because people just use it to mean whatever they want and use terms like "open source" to describe a program's content rather than its souce code.

Am I completely off base in thinking this, or has anyone else noticied this trend if it exists?