Indeed, that's the endgame. End-to-end DRM, and there's enough money behind it that it will happen. I've been advocating heavily against DRM for many years now and nobody cares. Occassionally when somebody has a need in the moment where they are annoyed, and I explain "you can't share <thing> with your spouse/sibling/friend because DRM" they will say something like, "oh yeah, that's annoying" but just continue paying for DRM-ed media.

Unless perhaps people boycott, but that sure ain't gonna happen (in anywhere near large enough numbers to make a difference), Apple, Google, and Microsoft will build it into their platforms, and anyone not on the big three will be unable to consume more and more as time goes on, including most web browsing. It won't happen overnight. It will be an iterative/progressive encroachment where just a little changes each day. Boiling frogs and all that.