We blame Samsung. Most users will just deal with it. Few and far between care enough about crapware to abandon a phone manufacturer over it (assuming they even blame Samsung for it at all).

Marketing people from major companies use a Samsung phone and sees the bookmark will think "I wish our brand was there. How do we reach out to the carrier or Samsung to put our brand there as well?"

a few weeks later in a meeting with a carrier or Samsung, "Yes, we can put a bookmark there for X dollars. However if you want it to be undeletable, you can pay 2X dollars" or "Pizza Hut is paying us 2X dollars for that and we don't want to put more than one there, so you need to outbid pizza hut for that spot."

next step.... money rolling in.

Next step: http://i.imgur.com/Sptabbs.jpg