"Security" is an invisible quality, by which I mean it cannot be easily observed and because of that it cannot be easily compared and because of that is not going to drive adoption.
This is in contrast to visible qualities: price, performance, availability of the source code and its licensing terms, size of the ecosystem (number of applications for the OS, number of books, articles, conferences, programmers who know how to program for it) etc.
How exactly will you demonstrate that Ethos is more secure than, say, OpenBSD?