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When's the last time the average user has had to install an operating system?
That's the biggest obstacle right there. I think plenty of non-techy people would use linux if it came preinstalled.
Also, if it came pre-installed, one would assume all the hardware was properly supported. A big pain point with Linux is that sometimes things just don't work right, and there's nobody to turn to for help except Google. It's been a while since I attempted to run Linux on a laptop, but when I did I struggled a lot getting good battery life, good trackpad support, and a sleep mode that worked correctly.
Reputations live on for decades after they are earned. Perhaps all of my laptop problems are ancient history, but I have no way to know without trying, and it's too much effort.
I have an example: a little whole ago I put Arch on my 2-in-1 laptop just because I prefer open-source philosophy, and although a lot of things worked out-of-the-box, my biggest problem was the actual 2-in-1 function. I know that, like Windows, I'd have to do a little digging to get it working (except Windows would involve drivers, Linux required settings) and I got a makeshift solution working: KDE has its own screen-rotating feature, and I made 2 shell commands on the desktop that, when pressed, disable/enable the keyboard/trackpad. Turns out it only works on Xorg, and Wayland requires a way more complicated setup to work, so I just gave up using Wayland on it. Something to do with udev rules or something