I say more like the opposite...

They shouldn't be forced to implement any given tech, but its the purposeful prevention of tech interoperability for the sake of some Brand excuse that irks.

For example, much of tech has been designed to be agnostic as to end-device at the protocol layer in order to allow anything to work with any other thing. Bluetooth, HTTP, WiFi... especially application layer stuff like filesystems and links!!

So making a sleak interface that gives like-Branded devices a first-class experience is great for the end user only if they have the same brand. This flies into the face of what tech standards are f'n for!!!