Right, Linux does not need to change it's image, some of the communities do though because they're full of Microsoft bashing and Y distro vs X distro, like this one.
In my opinion the reason why Linux is getting a "bad" image is because people are installing it on their friends computers and things when them themselves have only used Linux for less than a year and have no experience outside the Ubuntu mindset. This is going to cause nothing but trouble and you can't expect someone to go through Forums especially if they had no problem before.
Even after 8 years of using Linux I still recommend Windows to my customers and I do not suggest Linux unless they're either advanced users or they are people who will ONLY use the computer for Office work and Internet stuff. When this is the case I give them a heavily customised OpenSuSE install with some of my customisations to make it easier for them to use, but YaST can handle any administrative task from the GUI.
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