Doing the right thing without it having to be forced on them.
I don't see it as, per se, the enemy. But as with everything else, the people with the money to promote it, have their own priorities.
There is a distinction to be made between libertarianism and principled, or enlightened libertarianism, that is to say, those who would put their own freedom at risk to enhance freedom in general. Edward Sonwden comes to mind. Who is libertarian, and for whom I have a lot of respect.