by , 1:45 PM EDT, August 11th, 2008

Linux just doesn't have the cool factor to make switching worth the risk, but the Mac does, according to CNET on Monday. That's why Linux works in the enterprise where cheap and boring is okay, but not with consumers.

Matt Asay has been reading Sherlock Holmes lately, and one story, Sir Arthur Conan Doyle's Silver Blaze provided an "Aha!" moment why the Linux dog just isn't barking.

No matter how cheap or friendly or easy to install Linux is, it isn't going to gain traction on the consumer desktop because it doesn't have the applications consumers want, doesn't work well with the iPod and iPhone and because it doesn't have that hard to define cool factor.

"They're not about 'equal functionality for less'," Mr. Asay explained. "They're about 'we're cool and the PC is lame.' People are willing to take a chance on cool. They're less likely to take a chance on 'good enough and cheaper.' No one wants to date you just because you're frugal, but they just might if you're cool."

If the Linux cool factor and marketing don't change, Linux will be forever relegated to the data center and some enterprise desktops. Regrettably, Mr. Asay concluded, the developers responsible for Linux aren't the right people to market the advantages of Linux.

Apple knows that often it's wise to not immerse people in technical details. An emotional reaction often depends on letting customer minds wander into idealization, that undefinable cool factor.