Linux needs a Marketing Plan

There is no arguing that Linux is the most open yet powerful OS out there.
It was developed over the Internet and over time as it has evolved it has given back its due to the Internet by becoming the backbone of the infrastructure that runs the Internet as we know today. An overwhelming majority of the servers, routers, firewalls and clients on the Internet today run on Linux. Not to mention the numerous cellphones, readers, set top boxes, live streaming on TV etc.
But there is a problem still. Ask anyone on the street, what OS do they use mostly? What are the different OS's that they know of for computing devices? 90% will say Windows, 5% will say apple and less than 2% will say Linux. And this is a contrast to the fact that the Linux based servers, search engines and network equipments are behind the Internet. There is a big disconnect between how the Internet functions and how the Internet is perceived by the masses. The reason is one small word "Marketing". Linux is based on the Freedom principles--thats great. But who is to Market it to the masses? Linux is considered by the numerous folks as something only meant for the geeks. Something that is cryptic, ugly and difficult to work with. If you look around the other OS'es that have mainstream recognition, they are riding on their Marketing and brand image. Linux has nothing like that. There is not even one print or electronic Advertisement for Linux as a brand. Have you seen one Linux Advertisement talking just about Linux on TV? or magazines? or web( If you have, please share). And no wonder no one knows about it or takes interest. As is evident in the low market share for Linux in the desktop OS segment. Some one has got to take the lead here, guys...