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Programming and source code are obviously important but building a highly popular and successful software product requires a whole lot more --- design, planning/ecosystem development and vision, marketing, networking, infrastructure, momentum and stability, etc., etc., etc.
Linux is bigger than Windows. But it's not as visible as Windows.

Even dyed-in-wool Windows users, who would never be seen dead using Linux, have several Linux devices beavering away in the background in their houses and offices. Without those, their Windows machines would be paper-weights.

But hey! Who cares? As long as we all get to have effective systems, what's the difference what it looks like?