A person or company should choose Linux if it's the best tool for the job or if for another reason they want to. They certainly shouldn't do it for the lack of alternatives. In addition to that, quite some former Linux advocates have become more and more unhappy by the way corporate interests are governing the project today.
To all these things (and many more) there are alternatives. The Web is supplemented by the rather primitive Gopherspace which is still run by a small retro community. And even better: There's also Gemini, a modern take on establishing a middle ground, built for simplicity, privacy and focus on actual content instead of representation.
In case of Open Source operating systems, Linux is certainly the most popular option - but fortunately it is not the only one. We're especially promoting active use of the closest competitors: The BSD family of operating systems. Being serious about heterogenous environments, we also endorse other systems like illumos.
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(Revision: 2023-05-25)