It always starts out good enough, but the reason they pursue horizontal integration is that it ensures that you won't be able to get out even if (when) you eventually want to. You'll be as glued as a fly to flypaper.

That's the reason you hear the complaints: they're from people who no longer want to be using this product but have no choice.

Because Microsoft doesn't need to innovate or even provide good service to keep the flies glued, they do what they've been doing: focus all their resources on making the glue stickier rather than focusing on making people want to stay even if they had an option to leave.