Freedom and privacy might not have instant appeal to the masses, but I will tell you what does: attention-shaping. Google, FB, etc. all shape what information you are exposed to and provide limited or no controls over how to control that exposure. DuckDuckGo got a lot of traction on this issue alone, but I think it remains a key element for any open web advancement. Not to simply say "this replaces Google" or "this is an alternative to Facebook" but to say "how about looking at things from this perspective? What if you want to control these aspects of what you see?"