I think the problem is that these trackers get a lot of their benefits from network effects. I own a bunch of Tiles, and I find them really useful, but if I lose my luggage somewhere I'll only get a ping if they happen to be in range of another phone that also has the Tile app.
Meanwhile, with AirTags, given the prevalence of iPhones in the US, you're much likely to be in range of someone with an iPhone at most times.
> In addition, Google is updating its Find My Device experience to make it easier to locate devices by ringing them or viewing their location on a map — even if they’re offline, it says.
> This, too, will arrive later this summer, along with new support for Bluetooth trackers from Tile, Chipolo, and Pebblebee, as well as audio devices like Pixel Buds and headphones from Sony and JBL.
https://techcrunch.com/2023/05/10/googles-find-my-device-net...
But that doesn't sell phones via lockin.