Not an Ubuntu user here. In fact, I go down the rabbit hole and use Gentoo on my desktop, which means compiling and configuring everything.
Imho, one of the major problems of Linux is its legacy. Whenever I talk to people about Linux on the desktop, people usually shoo away, but they always use the same argument: Linux? Isn't that a lot of complicated command line action, bad UX, ugly UIs and most programs I need don't work?
Today's Linux situation is great! There are very beautiful, user friendly DEs, like KDE, and distributions built around them, like KaOS and Antergos. Installing and using them works entirely without touching the command line. For most programs, there is a native Linux version, an alternative program doing the same thing, or Wine. Even gaming isn't an argument anymore. Especially Valve with their Project Proton is doing a great job, and actually increased the Linux gamer share by 0.2-0.3% "overnight" (which is a big deal for a sub-1% number).
However, people usually don't want to hear that. They use Windows and things just work. Why put work into installing Linux, re-learning how to use the computer and re-installing and re-configuring everything? No one wants to put work into no obvious benefits. The situation is even worse for macOS users, because Apple has created a kingdom of simplicity. Anything outside Apple is complex, and usually Apple is also based on the brand name and fandom. So getting an Apple use to switch to Linux is something I'd probably never succeed in - except they go bankrupt and need a cheap computer asap.
The situation with the endless version 10 does not improve the overall situation. People don't have to upgrade their OS anymore, or even re-install their system from scratch. As such, I don't actually see the popularity of Linux on desktop rise significantly in the near future. It's more likely that, with developers starting to target more platforms, people might gradually switch over. Also, things like Chrome book definitely are a boost to Linux on desktop, however it still takes time until they are used by many people (and until people understand, that they are in fact using a Linux, not "Fuchsia").