Agreed, When you look at other 'stacks' in the computer world, what drives adoption of the OS / Database, etc.. is the stuff higher in the stack. For example:
I don't ever want to buy Oracle database, I want to buy which REQUIRES Oracle.
Same goes for the OS (with the exception of the mighty few found here on /.) nobody really wants an OS b/c they WANT an OS. They have a job to do, and getting that job done involves . To get the job done efficiently, they will buy whatever 'stack' is required. If canonical, with the momentum they've gained can look Adobe, etc... in the eye and say "Get yourself onto this platform or you will surely die"... THEN you'll see the uptake.