Advocacy
I haven't written much about actual concrete advocacy arguments, but you can check out the latest in Microsoft advocacy versus Linux. I think the bottom line is that Microsoft is saying "we're reliable, we're predictable, we're comprehensive, and you know exactly what you're getting". It's not totally surprising that these characteristics, and especially the broad theme of predictability, would appeal to corporate IT managers.
What does surprise me is that Microsoft argues that Linux users may suffer from vendor lock-in because certain Linux applications or other software are not standard across all distributions. Vendor lock-in is one problem free software users are particularly unlikely to experience.
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