Any company can use AOSP in their devices and laod them with anything they like, see the Chinese market, see Amazon Fire tablets.
Or sell a device using only some of the things Google wants to make mandatory, but replacing others with their own.
That way they keep AOSP-based products on the fringe, since only niche manufacturers can afford to make them, and stop manufacturers trying to make/integrate better replacements for Google services. That's anti-competitive, that's the problem.