The 'good bits' of OSX is that there is no such a thing as 'drivers' from the users perspective.
If you have to use the word 'driver' - it's not user friendly.
If you have to 'build' anything - it's not user friendly.
99% of people want to use their apps - even most devs just want a clean, stable, bug-free, well documented and consistent platform to develop on.
I have nothing against any of the unix flavours - all the power to them, but I'm not sure that these kinds of articles are hitting the mark when it comes to anything remotely resembling mass adoption.
Free BSD is not a 'product' really, I would argue that it's 'technology'.