For non-techies, it is actually a non-problem; they are already used to fact there are systems different than Windows (they know about Android, iOS or ChromeOS). This kind of users are so undemanding, that sitting them behind stock Ubuntu machine they will relatively quickly go their way and are able to do everything they need.
It's Windows power-users who have it most troublesome. They learned something about one platform, and to move to another platform they have to start from scratch.
> And it was never about ease of use, its about adoption, presence and marketing.
Very true. I would add bizdev there too.