the OS that will fit that "third" candidate will be one that does not bear the Linux title. People are afraid of that word. Ubuntu about has it right - just a few more tweaks and branding of "Ubuntu" [dropping the Linux] would spur more adoption. OEM's need to pick it up more too - there really are no "brick and mortar" channels for Ubuntu.
Its amazing what a little bit of advertising and marketing does for a product.
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