I think as long as nothing actually happens, other companies wont care. No one is capable of thinking about the future anymore, there is only next quartal and short term profits.
It might actually be needed for something big to go down first, like those 0day exploits actually get exploited and some client company or few loses a lot of money because of it. Considering how unsecure windows is, i'm a bit perplexed how nothing hasn't happened already.