If we still look at the messaging example, I honestly think this theory (if that really is what Google is doing) is backfiring spectacularly - the fragmented messaging standards mean that most Android users communicate using SMS, which is a laughably bad protocol in 2018. iMessage - boring old non-developed by a "startup" style-team iMessage - is so much better that I've often contemplated switching to iOS for that reason only.

The funny part is that they might be actually emulating an entire marketplace entirely within one company, but it often seems like it's a marketplace where a large entrenched lowest common denominator is the option that everyone uses and dislikes.