I would challenge you to find a study which backs the alternative. The human tendency to prefer choices that positively benefit oneself is almost axiomatic, and I would suspect you would actually need to give ample evidence that this is actually *not* the case. Practically every commercial game ever made, killer productivity appliications like spreadsheets and paint software, and even operating systems like Windows itself... the single greatest driving force behind them is nothing more or less than simple greed.
Of course, it's also greed that makes most of us get up every morning and go to work.... since we have to keep a roof over our heads. My point being that this is such a primal and instinctive characteristic of human nature that to thing that merely being a disruptive technology could overcome it is extremely naive. As was already said above, on technical merits alone, Linux easily meets the criteria of being such a disruptive technology, but because not enough people use it, there isn't an abundance of commercial application development for it, which in turn leaves the OS as feeling less useful to people who necessarily need or expect such applications to be available on their computer.