[panarky]

> There's a limit to how much they can crank that knob...

That limit is imposed by competitors who deliver a better user experience. So far most competitors are doing a much worse job.

Microsoft should be a much bigger threat, but they seem to rely on their ability to set defaults for Windows and throw obstacles in the path of users who want to change the defaults.

That's not a better user experience, it's abuse of their dominant market position.