Maybe it needs a rebranding. If people have heard of linux, they think it’s for devs, IT nerds, too complicated, etc. Most of the people just have never heard of linux because they don’t look out for it. Most people don’t know what FOSS is, etc. People just don’t know that their OS is spying on them. Chromeos is linux, it’s in every store. Linux made it. Gnu didn’t.
Matrix doesn’t store your ongoing conversation in plaintext. It’s encrypted by default.