I've become convinced that the same things that make GNU/Linux good for us are exactly the same things that make normal people dislike it. Freedom means responsibility, in this case the freedom to configure your computer means the responsibility to understand its behavior, something people naturally avoid. They don't even mind learning things to avoid it; Microsoft and Google completely rearrange everything twice a decade meanwhile I still have my FVWM2 config from when I was 15.

This whole effect even predates Linux: You can watch the archives of the "Computer Chronicles" from the late 80s to see it. You have everyone bringing in the fanciest new software wearing suits (because TV used to cost a zillion dollars a minute) and explaining state of the art OOP abstractions in the GUIs so that the machine "does the right thing" when you drag x onto y and the user "doesn't even have to think about it" (an idea that disturbs most of us because we know it's going to do the wrong thing probably 30% of the time and then you're going to have to untangle the mess.) Then they pan over to the guy at SCO who's got 5 Xclocks/Xterms on the screen who says "look, we've got graphics now! That's why people haven't been using Unix on the desktop in the past."

It's not about the graphics, it's not even about learning new UIs or paradigms like shell scripting. People genuinely do not like personal computing.