- Decide that you don't want third-party apps.
- Buy out all the big players (Apollo, etc.) and integrate some of their tooling into your own app/core.
I understand it would have cost a lot of money, but they could have found a middle-ground where everyone is happy. Instead, they're throwing a stupid tantrum that could end up costing them a lot more than it would have cost them to solve it the more traditional way.
Stinks like incompetence and lack of awareness to me.