And it's just business - it's a logical step for a profit motivated organisation. You're value is in your users and your brand. So you take steps to lock in your users, prevent third parties from using your services with through open protocols (which dilutes your brand). Nearly all the current crop of (once-idealistic) companies are at it. It's really time to start learning from history that you can't depend on private, for-profit companies to act in the common good - because doing so spreads the value around, and a company wants it all for itself.