"Because cloud!" seems to be the answer to most of the points raised in the original article, which kinda sounds ok on the face of it; but why can't those backend services be abstracted out as well? Why shouldn't I be able to choose some other provider for all these services, like location?
It reminds me of a commonly suggested solution to the browser wars in the 90s, when the reasoning for Microsoft's integration of IE directly into the OS was all the new possibilities from such deep integration: why not just allow different browsers/engines (e.g. mozilla) to be swapped in? Well, because then you wouldn't be using MS products anymore!
And I think a lot of that is repeating itself here.