I think this is the point; I don't know many people who care at all what OS the phone is running. They buy Lumia because it was a good deal but don't really notice what is running on it. They start complaining when it's hard to put their music/movies on it; when they cannot play the games their friends are playing or when they cannot use certain apps. My wife has a Lumia and is complaining how it is far more annoying to transfer music/movies/pics to it than Android / iOS which currently is the reason she doesn't really use it despite it being decent smartphone.

I see some changes as well when it comes to apps and games; in 'the olden days' when you wanted to create software you picked some eco system and was kind of bound to it if you wanted to have a half decent user experience. Like you had to pick DOS or Win or Unix or Mac OS (before that even options like Amiga/Atari); cross platform stuff hardly existed and if it did it was horrible. Now, especially for games, it is possible to reuse almost all code on all platforms, so launches of apps/games are simply across platforms. So why would you care about what OS you are running? It's not like the interfaces are vastly different...

Which is the other difference; I still know people who cannot 'use' anything else than Windows; they just don't 'get' it when they are in front of Mac OS X or Ubuntu. That's why Win8 without start button was such a bad idea; a lot of 'non geeks' just couldn't use it at all after the previous versions since '95. With touch devices all are simple enough for my 93 year old grandfather to use; all of them. Android, iOS, Firefox OS, WP8 etc. They are not the same but so simple they are interchangeable after a few minutes interface wise. Another reason to not care about the OS at all.