The whole DOD is using it, but they're on crypto smart cards, so many folks don't realize that's what they're doing. Email, single sign on, web site auth, etc. Works great!
It's easy enough to use on a smart card, but try setting that up. I'm trivialising now, but you're looking at... - Card manufacture - Key handling - Enrolment - Card lifecycle - Certificate lifecycle - Identity synchronisation You could buy a stack of white-labelled cards, of it you're the DoD you'd roll your own. That's shopping for silicon wafers, contact plate assemblies, mag stripes, holograms, RFID blanks, plast…
Even the DoD doesn't roll it's own cards and foundry stuff: they're standard Gemalto (and a few other provider) cards. You can order blanks yourself, I believe.
It's also a black art - VERY very few people seem to know how to 'boostrap' the system (enable PKI for a domain or web server, get new certs issued, etc.) even within the over-archign framework.
That said,my point still stands: millions of people (literally) use PKI for client SSL certs daily.