"1. Given a free choice between a Windows PC and a Mac, every non-techie consumer (i.e. with no axe to grind), would pick the Mac. Guaranteed."
If you tell non techies consumers the benefits, then their actual choice is very different!
My 74 year old mother loves Ubuntu Mate edition so does my 8 year old son, and my girlfriend who uses Fedora and who is not from a technical background - I didn't need to train them at all either and they have not once missed having to find drivers or go looking for software or having to put up with crashing!