I have no skin in the game, but even I am starting to think the obvious thing here: Apple and Google own the entire mobile OS market. They could literally destroy Microsoft if they started to hugely degrade the experience of Microsoft products on iOS and Android with dark patterns a la Microsoft. But they don't. So far they were competing by making their own products better. Microsoft needs to think hard how hostile…
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.