They don't really have to fight, most people these days accept their role as a guest on their hand-held computer.

The hand-held computer tells them what they're permitted to do, and they conform.

Sometimes, one of the users has a non-conforming idea and says "I'd like to be a superuser on my computer" and they're shouted down with a chorus of "you'll be hacked" and "nobody will be able to trust your computer and you'll be excluded from online services". Sometimes the organisations saying this even use the excuse that "restricting the user is essential to maintaining the user's privacy".