First let's not say "beautiful", it's associated too much with transparent glass panes and shiny transitions. Let's focus on "functional": Fewer technical details, more do-one-thing-well and designed experiences.

Second, people have paid enough with their privacy ("Ok Google, were you listening to me?") that they've started to understand that it's worth paying $50/yr for an OS.

Anyway I'm not a Linux expert, so I can't even tingle with a business plan. Someone needs to do that for me.