I think that something as simple as choosing desktop wallpaper that represents the underlying company and technology could make the choice of OS easier for consumers.

* MS Windows systems could be set up to display a close-up of the company larger-than-life CEO with his tongue lolling from his face (the most recognizable photo publicly available, representing their main focus on wealth and control and the domination of others).

* Linux systems could be set up to display several inoffensive penguins (representing cooperation, working well together in harmony).

This would show would-be purchasers what they could be *buying into*. I choose the cute little penguins...