If any normal user "wants" an operating system, that operating system is broken. An operating system shouldn't be a "product" as such. It is simply the way to get things done. Most people don't book a holiday on an Airbus 380, they book a Holiday in Thailand or Skegness with appropriate transport. Linux is a HUGE success because everyone uses it, many many times a day, and neither know nor care that they do.
When does anyone notice Windows? When it changes in a way that stops you working or it crashes or it costs you money.