This desire for “year of Linux on the desktop” is always attributed to “Linux lovers,” and other nebulous fan voices. This article uses the word “win,” but as far as I can see the prize they are looking for is… a lot of additional non-technical desktop users? Why? What’s the goal here that actually benefits Linux or broader open source development?

Well, that's a good point. Why?

I think one of the reasons is that if you think it's better and see how other users are struggling with all the bs these companies are throwing at them, it's only natural that you would suggest what works for you.

There is also another reason, though, and this is more on a platform level, i.e. think globally, act locally. If more users are on Linux then companies will start to target it as a platform that requires first class support. So, then, even if payable, we would also get native Linux apps for enterprise. This would be a win.

As it stands, Steam was the big push but we need more companies to adopt this approach. Don't get me wrong, even wine was amazing, but Proton is such an easier experience that makes it all a breeze.

So, why? In the long run, it will be a better experience for all of us, Linux native users.