I'm not really sure how we can change that, specially because of the already widespread perception that free software must also be free as in beer (which I guess will always be true, and it's exactly the reason so many companies choose closed source).
If you want to persuade someone to give you food for some kind of token then that token has to be meaningful enough that the person with the food can use it to get something else for it... social construct.
I am just saying that governance is inefficient due to poor incentives and that we are free to do whatever we want in cyberspace, including experiments on how we can align incentives better in the real world. If those experiments prove successful then the tokens will prove persuasive.
In all seriousness though, this isn't likely to happen, so let's not let perfect be the enemy of good.