As the author puts it: "It makes me less certain that this isn't the Extend in Embrace, Extend, Extinguish."
It's all about capturing market share aka creating user lock-in.
Microsoft Office is an early example. I know zero people that switched to it because they liked its functionality or user interface. They switched because nothing else could open Office documents correctly. Eventually, everyone I knew switched to it (and many happily switched away decades later, once “as-a-service” competition cropped up, solving the compatibility problem).