> The key difference in threat models is that the device manufacturer often needs to protect their intellectual property (firmware, algorithms, and data) from the end-user or third parties, whereas on a PC, the end-user is the one protecting their assets.

I would love to see more focus on device manufacturers protecting the user instead of trying to protect themselves.

Prime example where the TPM could be fantastic: embedded devices that are centrally coordinated. For example, networking equipment. Imagine if all UniFi devices performed a measured boot and attested to their PCR values before the controller would provision them. This could give a very strong degree of security, even on untrusted networks and even if devices have been previously connected and provisioned by someone else. (Yes, there’s a window when you connect a device where someone else can provision it first.

But instead companies seem to obsess about protecting their IP even when there is almost no commercial harm to them when someone inevitably recovers the decrypted firmware image.