Consumer and enterprise are very different. OEM licensing does not have direct support from Microsoft to end users.
Consumer and enterprise are actually the same in this context since it appears, at least from what I've read, that MS has created two groups with respect to licensing of ARM on Windows. I.e.:
OEM's: Yes
Consumer and enterprise: No
Note: OEM = PC manufacturers; Enterprise = businesses that purchase Windows licenses in volume.
So I'm still left wondering what MS's rationale is for offering licenses for the former but not the latter. You've speculated it's related to support, but I'd like to know if anyone has seen something from MS itself (or from a respected journalist that reports on MS).