Cleanest unbundling wins

Markets are a series of bundling and unbundling, and whomever does the cleanest job, wins. A clean unbundling makes it easier for others to build upon you, to integrate, to build businesses around you. It's why people used S3 instead of other more elaborate mechanisms. A clean bundling makes your whole stack look solid, integrated, like what Apple used to be. In both cases, you get the advantage of reduced cognitive overhead.