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> RMS is a brand

No, he's a person, trying to live the life he wants - just like everyone else. That he is talked about does not make him a brand. GNU is his brand.

> The jarring "Oh the CSS hasn't loaded" moment is precisely what he wants you to experience.

Actually, Stallman's website has been around for decades - as has the GNU project - and his sites have always been very plain. I don't think I'd describe consistent apathy for gimmick as a gimmick.

> The kind of people who visit his site know how to use reading mode on their browser

What's reading mode?