In my ongoing quest to take over the world with Linux as my OS of choice, I've noticed that simply handing someone an install CD doesn't really do the trick. I've also noticed that formatting their Windows 95 install with a fresh version of Linux tends to make angry faces as well. The more tech savvy the user is, the more resistant to change they tend to be. As with most worthwhile endeavors, it takes time and patience for a person to learn to love Linux.