These open-source programs represent an unconventional challenge for Microsoft, Granneman says. For one thing, there's no competing company it can sue or buy out. Open source "is a movement, an idea. It's a social concept," he says.
That's quite an angle for the mainstream press to be noting. They then go on to talk about OpenOffice and all the governments who are moving to it.
The idea that open source projects present a challenge to Microsoft's regular business approach is spot on to me. It's just not "competition as usual".