The free market didn't provide alternatives. The free market created Microsoft and the other monopolies. Adam Smith warned against a free market.
The majority do not create alternatives, either. The majority like things to not change. The familiar will always better the superior in the marketplace.
Alternatives are created by small groups of people being disreputable, commercially unproductive and at total odds with the consumer. These alternatives will typically take 7-14 years to develop. Adoption will typically reach peak after another 7-14 years. By the 30th year after first concept, the idea will be "obvious" and its destiny an "inevitable consequence" of how things are done.
In reality, it takes exceptional courage and a total disregard for "how things are done". 7-14 years with guaranteed losses is not how the marketplace works. Even thinking along those lines is often met with derision and calls of "Socialism!" by the market. No, real inventors are the enemy of the free market.
If you want a Linux desktop, you must forgo all dreams of wealth. You must subject yourself to the abject poverty that is the lot of an inventor in a market economy, or move to somewhere that supports the real achievers.