Joe Schmo knows he's unhappy with his cell phone because his options (lower prices, new features, etc.) are advertised to him daily. He doesn't care that cellular digital technology gave him more options than wired analog service. He does know he can call his wired phone from his cell and vice versa; they are compatible. He knows he can do more, and is willing to pay for it.

Unlike with cell phones, Joe doesn't know he is unhappy with his operating system. He doesn't even know what an OS is (that's why he can't tell you what version of Windows he's running) and certainly doesn't know how to replace it. Linux has not presented him with anything he can't already do with Windows. He doesn't care about open code because he'll never change it, just like he has never stopped his VCR from blinking "12:00". Linux may (or may not) be better technology, but until it offers a killer consumer app unavailable in Windows, he won't bother paying anyone to switch his OS. And the new one had better be compatible with his old applications.