I'm more surprised that they are making 3 billion in profits from the printer business! I'd be even more surprised if non-corporate customers were a big chunk of that. Anecdotal, but no one I know wants to buy a HP printer due to them not actually owning the printer, since any arbitrary DRM can be pushed on to the printer disabling its features.

I can see printing as a service be successful, since a large chunk of non-corporate users would prefer not to own a printer(and maintain it regularly), but outside of big cities it is a challenge to provide this service reliably.