Yesterday they announced DocumentDB - knock off (they could have at least picked a different name) of Microsoft's DocumentDB (which had a Mongo access API like

Yesterday they announced DocumentDB - knock off (they could have at least picked a different name) of Microsoft's DocumentDB (which had a Mongo access API like 3+ years ago). People will eventually become more vocal about these practice. If these tactics might reach a critical threshold, the media will be all over it. 2017 Uber, 2018 Facebook, 2019 ?