By my lights, winners don't have to take all in order to have won -- approximately half the market is sufficient. Enough to dictate terms for most users most of the time. That's Apple in 2022, and the market is reflecting that fact. In fact, I daresay that if Apple hasn't won, it is, at the very least, mate-in-three, or thereabouts.
A more interesting question is, what psychological comfort is there in minimizing one's perception of their hegemony?
I'm thinking in terms of avoidance of discomfort. Ideologically, I've been a FOSSian my whole life -- I'm in my forties, and I was a teenager when I first installed Red Hat.
But I'm increasingly aware that, despite having won the battle with the NT kernel, we somehow lost the war. Specifically, we were co-opted by Apple, Amazon, and, yes, now Microsoft too.
It puts food on my table but it leaves me feeling a little empty. I don't know about you. <3 Maybe it's the same?
It's hard to admit you're a bird in a cage. It's even harder to admit that the next generation will be.