There are a LOT of machines out there which will be run essentially until they break down(and a lot are fanless, and will pretty much last until they can't be kept up to date). You have to remember, a lot of big chains(and banks!) paid for extended XP support and then extended-extended XP in the form of windows POS.
This is a "every terminal in a huge fast food chain gets owned and no one finds out for years" sort of vulnerability. This is the first step to something like the target breach all over again.