There are places where you will find GNU/Linux advertised these days. This may be the strangest, the side of a building next to a pharmacy. So, it’s about servers. The Penguin logo is prominent. Clearly, attitudes to GNU/Linux are different there. If size matters, the sign is about 10 stories tall… That has to gain some mind-share.
The government of Thailand has stood up to M$ and distributed low-cost GNU/Linux PCs to ordinary folk. That was years ago and the effect has been compounded. There’s a European connection too. A German aid agency has been promoting GNU/Linux for years as a tool to boost the local economy.