In that case we are facing an unwinnable education problem. It seems fairly evident to me that something far above 90 % of people just don't care about software in this sort of way. They are just dumb users, they have been educated to want shiny things and they want their games and social networking shits and cool applications people are buzzing about. Their own attitudes make them just a resource to be harvested, but they also have money and they are willing to spend it if you just give them something they want for a price they are willing to pay.
Think about it: with money, you can hire developers, while at the same time you grow your own market share, which makes hardware vendors pay attention to you. At some point they are starting to do work for your behalf, because you are important enough to matter. Imagine this: a new GPU chip arrives and instead of spending a few years of pestering the vendor for specifications to write a driver with, the vendor contributes a driver on the same day the thing hits market. Everything becomes easier with market share, but without it, there's a risk of being squeezed out of the game entirely.