You are entirely leaving out one very important factor when it comes to video, and that is the video quality itself. Do you really think any user out there except Richard Stallman will give a damned about the fact that the codec is royalty free when the end-result might look worse than what they are enjoying on the web now due to bandwidth constrains putting harsh limits on bitrates? The answer is of course that it won't matter at all to them - they'll just be annoyed.