That's a solution as a user that wants to use simple apps, not as as an app based company. The result there is the same for a lot of em. It cuts their userbas

That's a solution as a user that wants to use simple apps, not as as an app based company. The result there is the same for a lot of em. It cuts their userbase massively and if part of your appeal is your userbase (social media, dating, multiplayer, etc) or depends on it (spotify and the like can only pay out so little and keep their costs low because they capture a sizeable marketshare) you need to be on there. As for windows it's rather surprising that Microsoft hasn't tried harder to get more of a walled garden going given they were never shy of anticompetitive behaviour and mostly stems from expectations grandfathered in.