It’s just a little different nowadays. Like the other user said, they just don’t know they have a choice or what to choose and follow whatever they know…
And what was one of the early bolsheviks’ regime strongest points? They created schools and made people literate en masse, and did it with their own curriculum. People became less suspective to ex elites and religious propaganda, and became their target audience.
Adobe, Google, MS give discounts and special programs for education because this way people get used to their products. Many local organizations that touch these casual users don’t have a real IT department and just flow with what’s given, they don’t make an informed choice like corporations. And that’s probably the place where this switch may even start to begin. A class of students who started with e.g. KDE Plasma would be used to it more than they used to Windows, same with other software. They can already do their homework and play most games. What else do they need?
The sharp corner is to find money to fund select schools to show others it’s not scary and makes it even cheaper for them in the long run, maybe some special troubleshooting team to teach them the ropes. I’ve heard from some users there and on reddit that their computer classes with a geeky teacher who installed Linux is how they’ve rolled in without a problem.