In the 1990s, 2000s, or heck even early 2010s this would have been an open source utility that someone had spent a few months building as a passion project. And then 5-10 people from around the world would have pitched in a work week here and there to make it work really well and lots of people using it would be really happy from using it.
Now, because everything that possibly can be monetized needs to be monetized.. it has to be monetized. And everything needs to be made into a company, with programmers, product management, marketing, HR, legal etc etc.
I hate to defend Apple here, because I think they are beginning to halt progress rather than bring it forward, but.. meh. It's just a goddamn feature. You can't call dibs on obvious features. (And in terms of obviousness, I think this one is a lot more obvious than Sherlock.)