Microsoft has been playing the vendor lock-in game for his entire life and they were and are very successful. It is an interesting exercise to think if this time is different. Again, Microsoft always compete with better technologies from other vendors.

One aggresive move that Google or Apple could do is to really help companies in the migration to their technology beyond saying RTFM and use our support. For example, augmenting these locked companies with Google staff. You cannot expect a big corporation to move all the gears alone to change their technology.

It is not the technology, it is the business execution.