Marketing of Open Source

Not two days ago in IRC Kieran tuned me onto Matt Asay's "the open road" blog... and its great reading.
Today he wrote about how important it is for open source projects to take marketing seriously... because its no longer enough to be free and open (when everyone else is free and open).
To get people to talk about you you have to give em something to talk about.
http://news.cnet.com/8301-13505_3-10038966-16.html?part=rss&tag=feed&sub...

Open-source companies and community projects that don't invest in marketing will fail. This may not mean traditional marketing (e.g., print advertising, email campaigns, etc.) and, in fact, probably does not. But it must involve some element of getting the word out.

Otherwise, who will know to download and try it out?

Luckily, Drupal as a community has plenty of cheerleaders that just won't shut up about how great Drupal is :)