'"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!'
All our computers are either dual boot Linux Mint/Winbloat laptops or all Linux desktops. SWAMBO has no trouble using Mint after using Macs and Winbloat for many years. A quick 5 minute tour and she even handles updating on her own. Occasionally she will ask what something is. She is more apt to promote Linux than me because she finds Mint very intuitive and easy to use.
But for most, they think the choice only between Winbloat and OS X.