> But I think the insight lies between these positions. Even if a new application starts as a wrapper, it can endure if it lives where work is done, writes to proprietary systems of record, builds proprietary data and learns from usage, and/or captures distribution before incumbents bundle the feature.

Basically the same as MS & Social Media did: build a proprietary silo around data, amass enough data, so it will become too big an inconvenience to move away from the first provider.

It's good that the EU has laws now to ensure data interoperability, export & ownership.