I'm not saying other non-techies can't use Linux, only that they don't.
In my social circles, I'd say the #1 obstacle (apart from ignorance) is possession of an iPod Touch or iPhone.
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People use Microsoft file formats, and there is no motivation to change. If everyone magically started using open file formats, then I suspect Linux (and other OS's) would be much more widespread.
I think that's really the biggest problem for GNU/Linux: Most people don't care what OS they're using, they just want it to work. They don't want to tweak their computer, or replace the working environment they're comfortable in, and they really don't care all that much. We have to show them why they should want Linux, they're not going to find out that it is a worthy alternative on their own.
This has been said many times before here on this forum, but another big problem is that people don't realise that their computer could be much easier to work with than it is under Windows, or think they need to buy a Mac. Even relatively tech-savy people who know how to maintain a Windows system, keeping it up to date, tweaking it etc, don't know how to install an operating system.
I've helped many people I'd label as tech-savy who wanted Ubuntu, but didn't know how to make the PC boot from the CD-ROM drive!
Lastly, there's compatibility. Most mainstream hardware types works OOTB, but tablets, 3G modems and touchscreens are still problematic. However, software compatibility is by far the biggest problem. Wine is obviously working hard to fix this, but the best way is really to make Linux so big that companies can profit from porting their applications to it.
People go to a store and just buy a computer. They don't care what it comes with, since MS uses it's leverage to force windows on every system it can thats all people know about. If they did buy a computer from a store with linux on it chances are they would call tech support upset that "it doesn't work" because they can't install MS office or some other proprietary program. Most people don't know that there are free alternatives (like open office) and when you try telling them they figure it has to be illegal/pirated or something because proprietary software companies have been beating the message that you should pay for all software into their heads for the last decade or more.
Do not be afraid to joust a giant just because some people insist on believing in windmills.
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People don't care what they use because what they use generally doesn't cause them any freakin' problems. If it did, a google search would give them every answer. Here's the really awesome part : Some people know there are free alternatives, but don't give a **** because they like supporting what they use. Freakin' crazy people, these days.
You know, I told my girlfriend's father about openoffice. He tried it, said it was ****, and reinstalled Microsoft Office. So, no. It's not misinformed people, all the time. It's called preference and taste.
Have a nice day.