It's not a closed market yet, that's true. But that's the direction everyone is going. The more they are seen to be successful the more others want to join them. Microsoft missed the boat as usual, but once they saw what others were doing they wanted in, and look at them now. Eventually, it will be the de facto deal with little to no alternative.
The only potential way out of that is to refuse to join, early enough that weight of numbers can achieve anything.