I think a big part of the lack of Linux (desktop) adoption is the DIY/ hobbyist vibe that it continues to put off. The consensus among the Linux community is that for the regular non-techie consumer, all they need is a web browser and an office suite. That’s missing a key part of the equation: Linux desktops simply aren’t available in regular stores for people to see.
Sony has a similar issue with their smartphone division. For whatever reason, they are no longer displaying their products in cell phone carrier stores in the US. The consumer doesn’t even have the chance to think about a Sony product before making the commitment to a competitor, forming a good relationship with that manufacturer, and repeating the cycle to avoid change.
Why aren’t Linux laptops in best buy or the military department stores?