MOST of the devices I buy the only SW that runs on it is from the manufacturer (either directly or indirectly).

The only devices I get SW from other sources is my computer, phone, and watch -- at least as far as I can recall. And while my computer is a Windows PC and my phone an iPhone - I have never once thought that I'd have access to more/better SW if the iPhone was more open like my PC.

I get what you're saying, but it is so far down the list of concerns for most consumers as to be a complete non-factor.