Sharke's observation is on the money. Younger users (Millenials) want "free" and typically have no loyalty to what does not work for them at that moments in time. Coursera's courses (one of many online courses) are free with 1000s of students from all over the globe attending each run (a couple classes claimed far beyond that). Invariably there is a DAW thread, and from the ones I have seen there is little SONAR visibility in them.
Another caveat that plays into this is that threads there are rated by the number of "likes" to posts contained therein, so a generic users will see DAW-X, #posts, #likes in the thread header before clicking on it. When all is said and done over a six week period, SONAR is horribly under-represented there (by 10:1 if not more). After those courses complete, most students will start learning a DAW in earnest (especially "Intro to Music Production" where they learned how to use a "generic DAW"), so a good chunk are purchasing during each run. It is a massive marketing opportunity that has gone untouched IMO.