If somebody uses some hardware product (e.g. set top box) and doesn't know its Linux, then it's no big win for the Linux community.
I have to disagree there. It may not be a marketing win, but that doesn't mean that there are no other benefits. The fact that the PlayStation 4 runs FreeBSD has resulted in a large number of improvements becoming available to us; whether Johnny knows that his games are running on a daemonic operating system is of very little relevance.