The average pc user doesn't buy any alternative system if one's free with the kit. A bit like 'batteries included'.
Its a common misconception that windows is free. In fact its very much NOT free! Its not free from a philosophical standpoint nor is it free from a monetary one.
http://en.wikipedia.org/wiki/Bundling_of_Microsoft_WindowsAlso most "alternative" operating systems are the inverse of this, free in both cases.
It would be more correct to say that the average PC user is not aware of the free alternatives , nor is he aware that they have a choice.