I literally don’t think the plethora of choices has anything to do with why Linux is not installed by the masses. The only reason is that Microsoft and Apple are huge market forces with the ability to advertise, make deals with other business partners, pre-install their operating systems onto hardware that’s sold, operate technical support services, and so on. They have completely flooded the market with their stuff.
Linux has these things, too, but nowhere in scale or scope, and with relative industry latecomers to sell it. If Linux were created 10-12 years sooner and companies like Suse, RH, Canonical, System76 were all formed earlier than they were I think we’d see a healthy amount of Linux out in the world, with maybe a few percent higher market share (which would be extremely massive).
Keep in mind that Apple, as a company, rebuilt itself truly not on the technical excellence of Macintosh, but by driving sales of iPods then iPhones.