I think it would be naive to believe that this initiative was spawned out of another way than: "How can we reclaim market share from 3rd party hardware manufact

I think it would be naive to believe that this initiative was spawned out of another way than: "How can we reclaim market share from 3rd party hardware manufacturers?" They are almost certainly coming at it from a revenue standpoint and then working the marketing spin in whatever way they think will resonate most their users. This is not a pro-consumer decision. It is monopolistic. "Curated" is a euphemism.