4. They have the money to fight Microsoft's FUD campaign.
I've been tooling around with Ubuntu at work and it's 9 parts frustration to 1 part pleasure. The sense of achievement when I get it to do what I want is something I haven't felt with computers for years. Takes me back to when I first had my own computer (a ZX81!).
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It's like when the baby cries all night and then finally falls asleep for an hour at 3am -- the people who manage to avoid talking about Starforce for one fucking thread are that precious hour.