For instance, this just went by on New: https://blog.zoom.us/start-using-zoom-apps/ Zoom, unsatisfied with being the dominant video chat app, now wants to be a "platform" for running apps.
While I understand the nominal business case, the business schools teaching MBAs to reach for this particular golden ring could probably stand to emphasize the importance of continuing to develop the core product as the foundation you expect to stand on in order to become this larger "platform"; seems like in practice, this sort of thing is also an announcement that their core product is now going to begin a long slide into a decaying buggy mess as it gets deprioritized internally in favor of the "platform" product, whereas the platform product usually fails, often non-trivially precisely because they got so excited about all that sweet, sweet lock-in walled-garden platform money that they let their foundation rot and all the wallets they meant to lock in their walled garden wandered away.