I think that is one of the primary arguments behind the use of standard protocols (RFCs). And the mark against proprietary systems and walled gardens.
However with the examples of AOL, MySpace, Facebook, Google, etc. it is apparent that businesses can make good money in a walled garden model and consumers are ‘generally’ accepting of the arrangement.
This thread below has some interesting discussions about the state of LoRa as a possible alternative should we face the ‘worst’