Further, I don't think they are interested in controlling it because it's really really hard. Their web strategy has been to push open standards. They can't rea

Further, I don't think they are interested in controlling it because it's really really hard. Their web strategy has been to push open standards. They can't reasonably curate it or control it in any meaningful way. So they probably want to level the playing field and then deliver the best possible experience they can.