I don't think so, Windows is a well known brand. The average consumer won't be oblivious to them, I can understand it taking time for my grandmother to learn about it, but for people who actively use technology daily, they'll learn a lot about it quickly. There's a ridiculous number of Win8 touch screen devices coming to market this fall (something in the 30-40 devices range). Since every hardware manufacturer is going to be pushing it, it's going to become well known quickly. When the world's largest ecosystem pushes a new product, it tends to work.

I feel that people who keep comparing Win 8 to vista really have no idea what Win 8 even is. The quality bar is very high. I believe it'll do well.