Furthermore, if you fundamentally allow this behaviour, the market forces are sure to push us to an end state where users simply have no control, and there are no viable alternatives. We are most of the way there already when it comes to smartphones. The cost of entry to this market (many $billions over many years, if you can even manage to gain meaningful marketshare at all), and the amount of money that is on the table (30% of the $billions transacted on a successful platform today, but who knows how far they push with a real stranglehold) means that it is virtually impossible for competition to solve this problem.