3) Ensure that the filename of the installation media includes
"non-free-firmware" or something similar so that it is clear to
everyone what they are getting into. Debian has had such a long
history of not including non-free bits in the installation image
that people will definitely be surprised if the filename does not
reflect this change.
Actually, people are surprised we are hiding the useful images (with
firmware) somewhere in some subdirectory away currently.
I recognize myself in both. I prefer the installer not including non-free bits,
and the ("unofficial") installer is difficult to find when I need it. Why not
advertise the free and non-free installers side-by-side?