Choice, to me, is important.

I like that I don't _have_ to run a specific piece of software if I don't like the way it behaves/looks.

I can pick something else that gets the job done in a way I prefer

Don't kid yourself. If IBM had thrown its weight behind FreeBSD instead of Linux in 2000-2001, Linux would be the greener-grass "what if?" OS and FreeBSD would be on most of our phones. Individual users had nothing to do with it.

Even back then, Linux had more traction on embedded systems. FreeBSD was mostly desktop systems, though multiple architectures were supported.

The Sharp Zarus, Nokia stuff, and other efforts pioneered the way for Linux on phones.

Yes, that's actually the way I remember it around that time. People were just generally excited about hacking on Linux and the community as a whole had a sense of popularity about it that began in the 90s.

OTOH, I'm willing to accept the notion that, given all that, the big players still pushed the industry direction.