It's less driven by the marketing and more driven by the lawyers. It is confusing, it is stupid from the perspective of investors, customers, and users, but it

It's less driven by the marketing and more driven by the lawyers. It is confusing, it is stupid from the perspective of investors, customers, and users, but it is a defensive maneuver against both the government and potential civil plaintiffs complaining about mismanagement. The government could also at any time revert to the much more stringent antitrust regime that was in place before the 1970s/80s, vestiges of which still impact other older industries, which sharply limit how many lines of business or modes of communication/transportation can be used, much less dominated, by a single firm. There are also of course movements towards more internet-specific regulation, although not much has been actually happening.