Cross-compilation is the local maxima. We have to look past the least effort route and introduce native Windows support. It’s going to pay off 100x in the future.
Business-wise, most people I talk to are interested in Nix. They understand the business needs and what it could bring to them in terms of guarantees and control. As soon as I mention that it doesn’t have Windows support the interest goes away. It’s why for example Anaconda has been built, there is a big pool of Windows developers that need native support for python packages. Anaconda borrowed Nix’s design and made it work for Windows.
As a (hypothetical) Windows developer I don’t want to install a Linux VM to build my Windows binaries. Or run Wine to test the cross-compiled binary in my Linux VM. It needs to integrate with Visual Studio and IntelliJ.
I know this doesn’t appeal to the Linux crowd. I myself don’t really care for Windows. But I like the idea of having Nix running on all the platforms.