That is good to know that they have trimmed a lot of fat off the OS (I wonder at what cost) but like I said - where is the incentive to move to a different platform when Android, iOS and embedded Linux are already doing this with success? What do I gain as a consumer and/or developer by choosing Microsoft for this purpose?

When I think ARM I think mobile phones, tablets and small form factor appliances like wireless routers. Am I missing something that really might do well with Windows on it? What is the incentive vs the other platforms? Is it a licensing thing, app store availability (Apple's restrictions suck here), hardware compatibility, performance... - you get where I am going. Why should this be considered?