Organic software?

organic software Firefox has a great new ad campaign touting the claim that Firefox is 100% organic software. What a great ad campaign and what a great new term for OSS. From their site:
As software companies go, we’re a little unusual. We use the term ‘organic software’ to sum up the various ways we’re different from the other guys:Our most well-known product, Firefox, is created by an international movement of thousands, only a small percentage of whom are actual employees.
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