You see it everywhere. People arguing that the stuff under the hood (performance, security, privacy, etc.) is what should matter. A PC is more extensible and customizable than a locked-down Mac experience. Hardened Firefox is more private and better for the web than using another Chromium implementation. While these points have their merits (and there are plenty of people debating it on Reddit), for the most part, your users don't care. They want an enjoyable experience, not a sacrifice, and it should be considered table stakes.
You can get the niche folks that value the underlying goodies – but if you want the masses, you have to make the user experience top freaking notch.