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I think you miss the point. They already have market. Most Corporate Networks run on Windows Servers. What Mono does is allow those Windows shops with their .Net experienced developers to start experimenting with and hopefully integrating Linux. Without having to change the language and framework they've standardized on. In that way it gives Linux an inroad it didn't have before Mono.
Yes and no. I think that, given all the money and hard work poured into it, Mono is, relative to other languages and things out there, not as popular as it "ought" to be. Here we have a first-rate JIT compiled language that's completely free (no Java ambiguity), with a team of smart hackers behind it, and yet not that many people use it. I don't, nor do I know anyone who does, besides one of the core developers who l…
People doing software development on top of Linux tend to choose other languages, like Python, Perl, PHP, Ruby, C++ and Java. That's because these languages have matching cultures and communities.
Personally when I'm investing time learning a tool, if the learning is not trivial, I first take a good look at its community. If you're getting in trouble with Mono, who you're going to talk to?
The core mono mailing list is nice, but other than that you're out of luck. You could join a .NET community for support, but their topics, issues and goals aren't a match for a developer used to work on Unix-related projects. And the signal-noise ratio is rather poor.