It has worked just fine under WSL for many months now, including full GPU support, though that's not as convenient for most. Native Windows support is icing on the cake.
Indeed, WSL has surprisingly good GPU passthrough and AVX instruction support, which makes running models fast albeit the virtualization layer. WSL comes with it's own setup steps and performance considerations (not to mention quite a few folks are still using WSL 1 in their workflow), and so a lot of folks asked for a pre-built Windows version that runs natively!
I think it's more of a story about marketing, consumer habits, driver churn (for Uber and Lyft), and competition. Breaking into an industry is expensive.
One thing that is obvious in this observation is those high growth companies who have an all time high burn rate, headcount, little revenue and once the pandemic hit the tech industry, those found in that category are hardest hit and are operating in an unsustainable fashion.