Vertical (acquiring as many steps in the supply chain to a business' core business as it can) and horizontal (acquiring as many related or semi-related functions as it can) integration has been the name of the game for as long as businesses were a thing.
One example I like to use is Temple-Inland, that started as a company that made boxes, was acquired into a company that made paper, bought another company that did forestry management, which turned into "we should have a real estate investment arm", and resulted in the country's third-largest mortgage lender in the early 80s.
We can be kinda tired of it all we want to but this is one of those competing interests between customers[0] and companies: the customer wants maximum flexibility for the lowest cost with the broadest range of features; the company wants the fewest costs for the most income with the highest amount of lock-in. Integration tilts the balance towards the companies so they will always pursue it.
0 - As an aside, I don't like calling people "consumers". We are customers; we "consume" service offerings, but (likely) we do so with intent.