I had my Linux Journal T-shirt (*) on at Costco a few weeks ago. Was there with all my kids doing some shopping, and afterwards we stopped at the food counter for lunch. While I was doctoring the dogs, some guy spotted my shirt and asked his buddy "whats Linux?". So Mr. I-Don't-Know-What-I-Don't-Know replied to Mr. I-Know-I-Don't-Know with some story about how its an alternative to Windows, but its really hard to use and difficult to install.
I'm sorry if you're having a private conversation at Costco, but if you're blatantly ignorant and talking about my shirt loud enough for me to hear then I'm going to exercise my right to free speech and intervene. Especially if your buddy asked a legitimate question and you're a total idiot.
Hard to use? Point to my (then) 7yo son. He uses it just fine, enjoys the games, and has no problem customizing the gnome desktop by himself. But he has an advantage: at 7, he has no preconcieved notions of what "Windows" is supposed to look like and has a child's enthusiasm for poking, prodding, and experimenting with new things.
Difficult to install? Its so easy, your average stay-at-home mom with minimal computer experience can install it herself in less than an hour. The biggest "support" problem I see with linux installs and new users is that it is TOO easy to install.
I love the shirt. The 7yo turned 8, we had a party at Chuck-E-Cheese, did some other stuff, and went to a cheap movie afterwards (the $3 theater with late-run shows). I got comments at C-E-C, I got comments from the other parents, I got comments @ Wendy's, and this clerk at the theater snuck up behind me while I was doctoring the popcorn to tell me she loved my shirt.
(*) Linux Journal T-Shirt: Black long-sleeve, front print = courier/mono "Geek by Nature", back print = courier/mono "Linux by Choice".