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I think the days of the mass consumed proprietary OS are coming to an end. If you don't give your customers what they want, they aren't going to remain happy. And if the customers aren't happy, and know of an alternative that can be customized to fit their needs, they will leave you for said alternative.

Linux has matured over the past decade. It isn't perfect, but neither is Windows. At least Linux allows more freedoms to its users. Many thanks to Linus and all the kernel developers for their work. Valve and Google have also done a great job leveraging Linux in their technological and commercial offerings. People may finally be waking up to the realization there are other options.