Users. Don't. Care. Computers and smartphones are devices most people use exclusively to put personal information onto the internet. Banking, social media, health care information, all of it. The battle isn't over -- it never even began.
This is why, now that I'm the BOFH, I force my politics on my users.
My company bans microsoft products connected to (W)LAN, and intentionally breaks our intranet sites on anything but Gecko or (Gtk/Qt)Webkit browsers. Chrome redirects to a blank web page with the word "no" on it, as does any browser identifying with a Microsoft OS on it. All outbound traffic is routed through a Tor proxy by default.
If they're too complacent to switch, I can stop their herpes from spreading to networks I control. The effect has been wider adoption of Firefox, and the occasional question about why Google is in Dutch.
Rather, users, don't really have a choice.
From personal experience, linux is still far from actually being user-friendly. And it's easy for me to compare: 1) I haven't had a blue screen on neither my, or my mother's laptop since XP SP2. 2) 6 months ago when I wanted to switch to Ubuntu I had my HDD suddenly die after an update. No mo trying for me.
Besides, these "clueless" users everybody imagines are not the ones making the choices. They resort to their kids, nephews, or that computer kid down the road to reinstall their Windows. And I am not that crazy yet to install linux on my mother's laptop. I bet it won't even work.