With all the praise Brother laser printers get for being just a damn printer, I wonder what the end game is for some of those businesses. I can understand that monetisation and user well-being can be at odds sometimes (e.g. with free apps and services), but surely a generic hardware manufacturer wants to ensure a generic experience? This is why I tend to buy things that use generic, open standards. I don't trust some…
What they want, first and foremost, is to not be a generic hardware manufacturer.
Quite a lot of those user-hostile choices - custom apps, SaaS-ification, focus on collaboration features - are attempts to prevent the product from being a commodity.
For example, I can replace my current washing machine with any other model of any other brand. Independently, I can use any brand of detergent with my machine. Both the machine and the detergent are commodity products. They mostly compete on price and marketing bullshit, which offers very limited margins. Modern tech companies desperately want to avoid being in this situation.
The most common - but by far not the only - approach of ensuring you can't be easily commoditized is through network effects. Not just "I can't switch from Facebook to Diaspora because all my friends are on Facebook", but also the weaker forms: "I can't stop using Teams because everyone at work uses Teams, and we can't switch because of SharePoint integration - which also incidentally means we have to use MS Office and Windows". Or, "I can't stop using Google Docs because a bunch of non-techies I have to deal with don't know how to (or don't want to) use anything else".
This is why companies fight interoperability[0] tooth and nail - breaking lock-in for users threatens breaking the weak network effects they need.
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[0] - Except "API interoperability", which isn't really proper interoperability for users, as it's governed by business contracts between API providers and API consumers.