Indeed. Between 150 and 40 years ago a "platform" that sold devices and also vertically owned everything up to and including the advertising business on those devices would have been illegal. Even AT&T didn't try to mess with the actual content of your phone conversations, despite de facto being given a get-out-of-jail-free card with regards to monopolistic behaviour for 70 years. This isn't a matter of people being bad at buying stuff.