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they will all win in the end.

Indeed that can be the case, but we do see from history of other industries that competition can drive out even the strongest and most innovative players out of the market.
After the success of Windows OS there were attempts to establish a competitor to it. But now we do see that even the market is not a monopoly, it's indeed an oligopoly of some sort. No fierce competition whatsoever.

Android was born

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