It makes sense though: The bigger the brand, the more they want to control their brand experience instead of being tied to /associated with another brand, i.e.

It makes sense though: The bigger the brand, the more they want to control their brand experience instead of being tied to /associated with another brand, i.e. the native platform. Businesses don't innately care about doing what's right, so optimizing for brand differentiation over a unified platform experience is what one would expect to happen in most cases.