I think it's because it removes an entire vector that these companies can compete on. They can compete on price, support, coverage, etc. – but service-wise, the

I think it's because it removes an entire vector that these companies can compete on. They can compete on price, support, coverage, etc. – but service-wise, they all have to be the same. They can't differentiate themselves, which is important to entice entrepreneurs to get into the business.