Get rid of CAL's. Charge a fixed price for a certain # of simultaneously running Windows instances, no matter how you run it. Even charging an ongoing subscription for this would be acceptable. Simplify the licensing situation for SMBs wanting to run an on-premise redundant systems, without needing diagrams to explain the difference between running, standby, CAL's, virtualization, etc.
If you're developing software for a platform, trying to figure out how to optimally license that platform should be the least of your concerns, so you can focus on your product.
I've supported several Windows-centric SMB accounting platforms, including QuickBooks and trying to figure out the right way to license just Windows, in order to support High-availability or redundancy is headache-inducing at the SMB-sized server level.
any major players? entire healthcare industry is married to microsoft, at least the big names. same for lots of major enterprises that i know of