Incentives in zero trust systems?

I've been learning about zero trust systems, homomorphic encryption etc. There are new startups in that areas who are trying to provide the technology.

What I have hard time finding are companies using these technologies. It's also unintuitive why would they do it, given that they feed on user data.

I can see how this could work for b2b, in a non-zero sum game where both companies gain by being able to do for eg. zero-knowledge proof, or share some encrypted data for processing.

I would like to hear your take on these questions: - have your company used FHE? where & why? - can you think of b2c where business have incentive to use FHE? - do you think that because there will be zero-trust alternatives, users will choose those, and other will have to follow?

thanks & have a good Sunday!