> Do they get the choice to?

Yes. At least somewhat. There's a reason lots of competing products become popular, e.g. Google Sheets taking some of the popularity of Excel. New features like live sync actually matter. And to the extent that users actually care about quality, software with better quality will evenutally also win.

I mean, I'm using an iPhone. I'm using a Mac. I'm paying a huge premium over someone on Android and Windows. I do it largely for the quality of the Apple ecosystem.

But yes, there are still problems. The world of products is hard. :)