This is the point of view of a marketer that thinks that the solution should be to regulate ALL MARKETPLACES, or to require an independent entity to be the refe

This is the point of view of a marketer that thinks that the solution should be to regulate ALL MARKETPLACES, or to require an independent entity to be the referee/regulator. I think most people disregard what conditioning does to human behavior. Conditioning takes a long time and consistency, and you have OS's that funneled users during YEARS of usage to use what they provided as a way to find and install applications. Apple is an extreme of enforcing the App store, but for Android you could install other appstores/distributors, hell manufacturers tried this (Samsung, Huawei, and many others) to bring their proprietary solutions. Yet it didn't scratch the Playstore marketshare. Why is that? I think it's because for a long time, the Playstore was the only solution and that was just enough time to be established for users as well as developers. Why, on the other hand, for Windows people don't gravitate towards windows store? Here I think it's because windows had apps for their OS being sold from shelves on shops, given away as demos on magazines, to .exe files you could download from the web, or that could be transfered by your neighbor via Floppy/CD/USB Stick. People are used to look for Windows Apps in a plethora of distribution channels. Hell people still factored the possibility of having virus on the apps according to the distribution channel. If you look at MacOS, people are conditioned to look at one place - and it doesn't take too long of usage to achieve this. People are lazy, in a good way. We want the most effective way to achieve our goals, with the right conditioning it becomes extremely hard to shift.