The fact is that today's developers are writing code with the notion not just of consumer acceptance, but also vendor acceptance. If a coder has something cool to show off, she'll want it in the Android Marketplace and the iOS App Store; neither is a substitute for the other. Both put the coder into a long-term relationship with the OS vendor. The user gets put in the same situation: if I switch from iPhone to Android, I can't take my apps with me, and vice versa. And as content gets funneled through apps, it may mean I can't take my content, either—or, if I can, it's only because there's yet another gatekeeper like Amazon running an app on more than one platform, aggregating content. The potentially suffocating relationship with Apple or Google or Microsoft is freed only by a new suitor like Amazon, which is structurally positioned to do the same thing.