It didn't help that bigger companies were hungry to integrate vertically and build the biggest moat they could, to the point it became a "eat as much as you can

It didn't help that bigger companies were hungry to integrate vertically and build the biggest moat they could, to the point it became a "eat as much as you can" landscape. When Steve Jobs was saying DropBox is not a product but a feature, it surely didn't reassure DropBox that they could keep making simple and transparent services that the platform owner will gently play nice with.