Some early programmer names are familiar to even the most novice of software developers. You may never have seen a line of code written by Bill Gates, or written any application in BASIC (much less for the Altair). But you know Gates' name, and the names of a few others.
Stories by Esther Schindler
Despite its complexity, the software development process has gotten better over the years. "Mature" programmers remember how many things required manual intervention and hand-tuning back in the day. Today's software development tools automatically perform complex functions that programmers once had to write explicitly. And most developers are glad of it!
When big companies release new software, they launch it with lots of hoopla: press tours, technical conferences, free T-shirts. Open-source projects, even the well-known ones, generally release their major new versions with a lot less fanfare. The FOSS (free and open-source software) community is often too busy coding and testing to bother with marketing, even when the new "point release" of the software is really remarkable.
Developers who adopt the Google App Engine for their cloud computing platform today may fear data lock-in, since the only way to import or export data is using a Python-based API. Google is working on a tool to improve data exchange to improve data portability.
Open-source solutions used to be adopted quietly by company boffins who snuck in an Apache Web server or an open-source development tool suite under the philosophy "It's easier to get forgiveness than permission" (not to mention "It's easier to do it with open-source tools than to get an IT budget").