Linux
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Ease of use when switching over. The average person just wants a personal computer to work. If they are using or interacting with new technology they will learn that new thing (we saw this with smart phones). If they are interacting with technology they are already nominally used to they want familiarity.
As someone who uses both Linux and Windows, I'm gonna say that going from windows to Linux has a bar to entry as far as it being intuitive that a lot of people just are not going to bother with.
It does not help that a lot of vocal Linux users pretend they are superior in every way to those who use anything else.