It doesn't feel like a fake choice when I sit down on the couch and flip between 5 services trying to find something to watch, and on a weekly basis I will watch something on almost all the services. The content nowadays is generally fine, and it is difficult to pick something when everything is pretty close, and every now and then there is something really good, so maybe competition is working here to raise the bar for all services? Not sure.

Saying entertainment is not substitutable is kind of crazy. It is very rare that I will only ever want to watch one specific thing, and if that happens, I have the choice to rent it, or buy it or pay for one month of a service. To me as a consumer...that great.

The market for smartphones is mostly driven by lack of options in OS, not hardware. Each of the big players offer plenty of hardware choices at different price points. But if you don't like the OS, harder to get away from that. Competing on OS is very difficult though.