and simply call it oranges to apples! after all, you can argue/haggle/negotiate with a myriad of software developer firms (who are happy to build and operate a

and simply call it oranges to apples! after all, you can argue/haggle/negotiate with a myriad of software developer firms (who are happy to build and operate a bespoke service for you). you can also do the same with many service providers, all you need is a big enough order and they are eager to give discounts. big enough check and you can pick and choose T&C too. free market or not, market forces, mostly supply-and-demand and barriers to entry and costs lead to very few choices. however, it's likely that the accumulation of software technology and decreasing costs will make a lot more features available in service form.