One way to work on this is to increase visibility.  My favorite tactic
is to visit a store that sells peripherals and ask "what operating
system does this work with?"  -- When they say "PC" , I try to find some
colorful and creative way to inform them that "PC" is NOT synonymous
with microsoft.

-- 
Microsoft has a majority market share
https://bugs.launchpad.net/bugs/1
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