Because the costs and detriments are obscured, dispersed, and nebulous. The consumers here are largely boiled frogs who don't know what they're missing. If users were used to an open system; an app store that functioned as an intuitive frontend for multiple distribution channels, a messaging app that supported all the protocols their friends and family use and seamlessly joined their conversations, a social media app that aggregated all the content from the people in their lives and creators they follow, and documents/photos/etc that sync across all of their devices. And then Apple et al took that all away; now you can only have apps we approve of, now all of your chats are split between platform apps with UIs that compete for your attention and try to upsell you features, now you have to use the Twitter app to read tweets (and see our ads), Instagram to see your friends' posts their (and our ads), YouTube to see new videos (and our ads), Twitch to watch people live (and our ads), oh, and also now all of your photos only sync to some of your other devices (the ones we sold you). Then you'd see outrage and indignation. iSheep don't know what is being kept from them, don't understand how cohesive and empowering a digital interface to the world should be. They have been trained not to expect a User Agent, but instead an appliance that allows them access to little islands and digital fiefdoms. And it isn't just Apple device users that are subjected to this. Apple is the most rigid in licking down their computers, but all major platforms add friction and roadblocks meant to discourage users from owning and tailoring their systems.