People that think this is unacceptable are not remotely average users. Average users benefit greatly from their pocket appliance not being a full fledged computer.
Fundamentally, it is a trust issue. Why should I be forced to trust Google or Apple has my best interests in mind (they don't)? That is not ensuring 'device integrity', it's ensuring that I am at the whims of a corporation which doesn't care about me and will leverage what it can to extract as much blood as it can from me. You can ensure 'device integrity' without putting any permanent trust in Google or Apple.