Linux is just much easier to use than it was a decade ago. Much simpler than ever 5 years ago.
A decade ago I'd have to fret over updating a nvidia driver and wonder if I'm going to spend a few hours or more recovering my display. God, there were so many pains. They helped me learn a lot and helped me gain mastery, but that's not for everyone.
But now, projects like SteamOS, System76, EndeavourOS, Manjaro, PopOS, and others have really moved the space in usability. Things have just changed. There's more effort than ever being put into linux and with that comes a lot of people willing to put effort into design. I think it is easy to lose sight of design when resources are scarce, but it is also important for drawing people into the cause.
Now the biggest problem of getting people to switch is actually with the nerdy/techy friends. They have heard too much about how linux is difficult and all that stuff. They are judging by the state of where things were than where things are now. Whereas for the most part a normal person switching to linux will have a similar experience as if they were switching from Windows to Mac or vise versa. There's pain points and a lot of "why is this here and not there" stuff, but things are very doable. But this initial learning curve can also put many people off (just like switching between Windows and Mac or Android and iPhone). But it is harder to make that transition when you have confirmation bias on your side.