Emacs/LaTeX for me as well, but some non-technical friends of mine have had success with Nisus Writer.
There is a small market for actually-good word processing systems out there, it's just that Word is (a) usually already there on people's machines and (b) superficially sufficient.
It's really not superficially sufficient which is the problem. It only seems that way because there's nothing else. IE actually is superficially sufficient, but people still go and get firefox/chrome/whatever. No one gets a word alternative because there aren't any (and I mean alternative in the functional sense, not the free vs proprietary OpenOffice sense).
There is a small market for actually-good word processing systems out there, it's just that Word is (a) usually already there on people's machines and (b) superficially sufficient.