> That's not something I want in my general-purpose computing device where I am the owner.
Consoles aren't general computing devices, though.
Apple disagrees with your idea of ownership, too ;) and so do the customers who Pluton is targeted at - https://www.microsoft.com/en-us/windowsforbusiness/windows10...
The whole project isn't targeted at end-users. It's IoT, businesses, hospitals, government agencies, utility companies, etc.
We need to stop seeing us (as private end users) as the centre of the world and start to acknowledge that there's hundreds of millions of PC devices out there that don't serve private end users. It's the security needs of these organisations that are addressed by this technology, not yours, not mine.
The unfortunate truth is that Windows is still the backbone of many government agencies, power plants, hospital IT, businesses and so on.
It's also a fact that most of these machines are not well managed, lack updates , aren't hardened or secured in any way and are targeted by cyber criminals on a daily basis; sometimes with grim consequences. It gets even worse when you look at IoT and the mess that manufacturers get us into (default passwords, unsecured data transfer, ...).
I see this chip in the same area as Intel's vPro, TPM 2.0, AMDs ASP (in their Ryzen PRO line), and so on; not necessarily aimed at end users (aside from the occasional buzzword) and more aimed towards businesses and government users (as part of their Zero-Trust initiative).