Let's be honest here. Everybody familiar with System76 (slight exaggeration, but mostly correct) is somebody looking outside the box. There's a good chance they already use Linux and understand Pop is just a customized distro. These systems are largely marketed to the power user who doesn't want to build their own PC. In other words, someone who wants to pay a fair price for a good Linux laptop with functioning hardware and a company to support it. They know it won't have bleeding edge performance, but should have good performance. They are comfortable with computers and probably know Windows and a few Linux distros like Ubuntu, RHEL, Arch...etc.