That's because native Win32 code isn't a pleasure to develop in.
I disagree with your "outside of games development" because you overlook iPhone/iPad and OS X development where the Cocoa API and ObjC environment present a modern OOP platform to build on with a strong class library to boot.
Apparently Windows CE/EC7 includes a version of Silverlight with a native C++ instead of managed API. I suspect this will be included with Windows 8 as well and will become the new recommended native UI toolkit for Windows, replacing USER32.DLL (as Direct2D/DirectWrite
replaced GDI). They'll probably even rewrite the shell UI in it.