re: showing ads
"the business case for running Windows on petrol pumps involves showing ads to people who have no choice but to stand in front of them for several minutes."
One day, perhaps people wanting to do that will think of a way of doing that in a way that doesn't have Windows as a pre-requisite.
A relatively secure browser on a relatively robust OS might be handy, for example.
Mind you, we're talking about people in and around the ad-flinging business here. It might be a long wait.