There was also a comment here I read recently about Rockefeller being a pretty activist shareholder, in the sense that he arranged meetings--using his considerable clout--among heads of the resulting companies, many of which were his most loyal former employees.
I guess it’s some combo of effort/risk? Collect a monopoly rent rather than take greater risk?
Your question is not unknown to economists and there is no clear answer.
There are plenty examples of public companies breaking themselves up for this reason. e.g. IAC breaking off Match.com and ANGI Home Services. Service Master breaking off American Home Shield.
To take that one step further, Agilent then spun off the electronic test equipment portion of the business (which was HP's original market when it was founded) as Keysight to focus on their life science divisions. Each of these decisions was made despite the spun-off division being successful under the greater corporate umbrella.
Rockefeller rightfully became more wealthy when he owned a large portion of stock in very successful, but highly competitive companies, as opposed to an unchallenged behemoth. It would be like splitting your stake in Walmart into equal shares of Amazon, Target and Dollar Tree.
Also remember his tying: he controlled all the tankers so even if you competed with him in petroleum products he controlled your (literal) path to market.