If I remember correctly, the last few times Microsoft released major new versions of Windows, they marketed the hell out of it, to the extent where many clueless 'Average Joes' thought they needed a copy. There were even midnight releases so you could queue up in the cold, dank, neon-tinged darkness to secure yourself a copy… And scores of people *did*.
I think - like many people on this site - you have a very different idea of the average computer user than is actually the case. The Windows XP launch was even less successful than the launch of Windows 98, which itself was less successful than Window 95.
In fact I rather suspect all the hype did was convince a few fence-sitters to part with their cash and convince a lot of the more savvy users that it was a much more successful launch than it in fact was.