This sorta happened at Apple (and IBM and Motorola) with the OpenDoc/Taligent initiatives. With the return of the Jedi however, Master Steve axed OpenDoc at Apple, to much chagrin of those involved.
Some of that hostility became internet famous, I am sure most of you have seen the video from the conference back then.
https://www.youtube.com/watch?v=oeqPrUmVz-o#:~:text=I%20thin....
It is interesting how (in the video) Steve explains the decision: the Smalltalk way doesn't fit into an overall cohesive vision that allows you to serve the majority of people.
I think he got it right. The Mac/Win ways of Apps is the right way to slice and dice these issues. I do use Emacs every day. I do feel the Smalltalk way and I like it. But it's not the "right" way; just not.
The best concepts of integrating a terminal/shell CLI driven environment with a GUI and together with on-the-fly manipulation of ENV variables and objects based on those was actualized by the Amiga. Unfortunately Commodore went bankrupt.