Is this just your way of saying that only tiny, weird, companies are "good"?
Zero days like this are being disclosed regularly so the idea of securing a windows workstation is tantalizing but you'll never feel satiated trying to drink that water so don't even try.
So yea there's plenty of windows users but we're certainly not hosting anything important on those boxes and would frankly be aghast at the suggestion.
Correct, "zero trust" is the buzzword but this is how Microsoft even recommends you set up your endpoint infra. Assume breach, treat every endpoint as if it is currently compromised or could be at any time. Laptops are basically ephemeral, when set up right, and can be wiped and re-imaged within an hour or less.
That's not unique to Windows either, that's how all employee/user endpoints should be managed.
Security industry going to be okay - someone will always pay for 0-days. If vendors wont pay its just gonna be US agencies, Israel resellers, China or Russia.
If you don't feed your army, you will soon feed someone's else's.