Sounds very interesting. I have looked through premium and "custom" keyboards market recently and found out their customness mostly is about look&feel, key placement and omitting "unnecessary" keys while I want a positively custom set of keys: as many keys as possible - full keypad, multimedia keys separate from f1-12 keys, Windows context menu key, also programmable macro keys if possible, no spatial "optimizations"…
My impression for the popularity of the 75% form factor is due to laptops and people being accustomed to never have used the "missing" keys in the first place. A tell-tale is that default layout even for thinkpads is to set the Fn row to media keys by default... An increasingly smaller number of people use them, despite being a row of freely remappable keys right _there_. What I've seen happen though is that especial…
People don't need a keypad because they have the digits row. But there are languages (in Europe) which reuse the digits row for extra letters (which don't even fit there) so you have to press shift to enter a digit (yes, you can't enter such a letter in capital without using CapsLock), unless you have a kaypad.
People don't need F-keys (so these can be reused for multimedia controls) because they are not techies. Insert for the same reason.
People don't use Delete/Home/End/PgUp/PgDn because they are completely uneducated about the basics of using a computer and use mouse/touchpad, arrows and backspace instead. Believe it or not, I've met people who don't even know Ctrl+C/V (let alone Ctrl+X or Ctrl+Z) and would always use the right-click menu (which even requires an additional keyboard key to be held pressed on a Mac) to copy/paste anything.
This said, compact keyboards target anglophone non-techie users (or hardcore VIM fans who have ways to do everything without leaving the home row).