Free of charge, free of viruses and designed to outpace its rivals on low-end systems - Ubuntu has some obvious advantages.
The operating system claims 20 million people use it a day.
Not an insignificant number, but still a drop in the ocean compared to Microsoft's Windows or Apple's OS X.
Even so, lead designer and one-time astronaut Mark Shuttleworth hopes that last week's major upgrade to the Linux-based project will produce an outsized splash and increase the size of its somewhat divergent customer-base.