We've been asked about it by "enterprise"-y clients.

It's on the checklist of things companies ask about when assessing third-party services.

Those are not users. Those are people who have read up about SSL certificates and have bought in to the hype.

most business is B2B, I don't see how they're not users.

The business is not the user for SSL. It's the human logging into the website. Maybe Bank of America will care if the padlock in the URL bar is gone, but John Doe couldn't care less and probably has never noticed the green padlock and word secure in the URL bar ever.

Yes, the EV cert market is pretty enterprisy. Those customers need EV certs for compliance and will abandon Symantec to stay compliant.