I'm not gonna speak for all Windows and Apple users, but as for me; I do care about privacy, freedom, security, and ownership. What I don't care about is having to learn the particulars of a particular flavor of a Unix/Unix-Like OS. Is it interesting...at times yes; do I want to do that on a daily basis, fuck no.
I've been using / building / programming computers since 1989 and I still do not like the arcane wizardry that using a Unix/Unix-like OS forces me to do. Has it gotten better, admittedly yes. I respect that there is a *nix OS flavor for every single quirk that a person may desire, but to me it is stupid (I'm just gonna put it out there). When you have to tweak code and / or settings or worse - recompile for each flavor; fuck that. I have Windows programs from 1990 that still work in Windows 8, nuff said.
I'm not saying Windows is the 'holy grail' of computing, it has come a long way. But the same way some of you advocate learning/using *nix; I say learn how to properly lock down your system. It can be done, quite simply in fact. Not to mention Windows is much easier to use (even as far back as Windows 3.1; it was miles ahead in ease of use than *nix).