Microsoft products got where they are now on the back of tech folks copying them and using them at home. Those tech folks then took to helping friends and family by installing those same products for them. Nowadays, as MS becomes better and better at locking down their products with DRM and more and more tech folk start coming to grips with linux you will find that this will eventually trickle down to the non tech users.
Personally, I sick and tired of fixing malware infestations for my relatives. These days I just stick dual boot ubuntu on their PC's, show them how it works and tell them they can use the non infested ubuntu or their old broken Windows. It's their choice. So far most people are quite happy as long as they don't want to run games, which mostly they don't.
Most of them just want to browse the web, send emails and write simple documents and you don't need windows for that.