This is precisely what the author is attempting to do.

> I know my goal: shift the default in open source from “it’s free for anyone to use” to “please don’t use this if you’re evil”. I don’t just want to do this for my little project; I want to slowly change the discourse. I’m not sure how to do that effectively, if it’s even possible.

> I remain unconvinced at the societal value of “freedom to run the program as you wish, for any purpose”, often called freedom 0. I don’t want to donate my work to the bad guys!

They never use the term “free software” to describe their goals. To the extent they use the term “open source” it’s in the lowercase informal form. How else should they describe their ideas if not using this terminology?