I just obtained a piece of anecdotal evidence that the demonstrably low market share of Linux is at least partially due to the very low level of awareness of the platform among the great unwashed. Even among techies there are few who feel the need or desire to keep updated on the latest developments in the Linux-land.
I had a conversation with our intern about relative security of computing platforms while cleaning a zero-day Trojan infection from his Windows PC. He was looking to buy a computer for college, and had a choice between an “expensive” Mac and a “troublesome” PC laptop.
I gave him a few good reasons why he should get a Mac (no viruses, more stable, better usability, better quality of hardware) and also showed him some basic stuff on my Ubuntu desktop at work which I have been using for development. That left quite an impression and I thought that if more people became aware how easy and useful an Ubuntu PC can be, Linux market share would be way more than the paltry 1%.
So the mission now is to give Ubuntu CDs to all friends to try out.