Or through emulation, but then the incentive is more to make the software work well in the emulator, rather than natively.

Then again, maybe we just need to wait longer for the market to catch up. Not many Steam games support Linux natively yet, even though Linux is a close second to Windows for how many games run on it through Proton. I guess developers figure that they don't need to do extra work when Valve will do it for them, but maybe that will change after a portion of the market has migrated to Linux, especially if Valve slows down on the compatibility work.