In the web, with a lot of youtube-like sized videos, the quality of Theora is more than sufficient. Also, for vacation videos and the like, Theora provides a reasonably good quality.<p>In other words: Theora is already good enough for the "masses". It's not the technological inferiority of Theora that hinders its wide adoption.<p>I think it's that people use H.264 for everything and don't care about the licence and the alternatives. The only way to change that is to either (a) raise awareness of the legal issues with H.264 or (b) support Theora in every browser to make it the next video standard in the web. Then, sooner or later the "masses" will follow.<p>The article works on the former, although it's important to work on the latter, too.