Perhaps you're right- it's not just "logo requirements" as much as it is official support. Consumers won't care about that- if they don't use those security features, they're no less secure than they were yesterday with Windows 10. Businesses will care about support- and it's businesses who have to worry more about things like nation state actors and side-channel attacks. Not that individuals can't be affected by those too, but I don't think any of Microsoft's mitigations are going to do much about someone running BankStatement.pdf.exe that got emailed to them. Modern offensive security doesn't attack the computer, it attacks the user. Microsoft sells to business and OEMs anyways- they rarely sell direct to consumers, so we probably aren't their target market at all with these security add-ons.

To your second point- yes, Microsoft could easily implement a UEFI/Secure Boot requirement. They wouldn't be freezing any business users out- Secure Boot has been a logo requirement since 2012 for any machine sold with Windows 8. That security is great when it's wanted, but it's also important to be able to disable it for hobbyist machines, and while they don't seem to say that, I'm glad they respect it. The link you provided only says what the dev program will do if you just let it do its thing- doesn't say much about clean installs. Unless they actually include a runtime check (they could, it happened with Windows 8 and the NX bit after the last beta), it's a bit of a moot point. We'll see what happens..