Depressingly...
> "In fact, I think the consumer has swung much more towards the enterprise values of strong data protection and internalised them... only to see Microsoft pass it going in the opposite direction. "
Not that I have observed. The tech-unsavy people I know like Win10 for the Xbox integration, the tech-savy like the speed increase. Even the people in IT seem quite happy with Win10.
I think people have become numb to the slurping, they've resigned themselves to google in exchange for android and the convenience, and governments certainly aren't helping with their own moral bankruptcy.