I think people also grossly underestimate how much of an affect million dollar advertising budgets have. Apple spends a mint on their advertising, appealing to younger folk and making their products seem cool and fashionable.
A lot of people won't care about choice when there's a very limited choice of products being advertised as "must-have".
Linux does not have a million dollar advertising budget, it doesn't have huge advertising companies creating slick ad campaigns, it doesn't have restricted choice and railroading people into false ideas of what's necessary. And it doesn't come preinstalled on a majority of devices.