The mobile ecosystem is a motley assortment of corporations all hawking walled gardens that are mutually exclusive to each other (for the most part), and which all try to turn the user into a commodity to be bought and sold to advertisers or marketers-- Plastered over the top of a "user experience" program tailored to give the end user just enough of what they are actually trying to get done that they are placated, and accept the above bullshit.
That is to say, it is a vehicle by which to sell the afore mentioned customer exploitation as a service.
This is in stark contrast to the open internet, which was open and free to access (no walled gardens, all ISPs took you to the same internet) from its inception. (but which has been getting more and more locked in as time has passed.)
I personally despise that shit, which is why I avoid the "USE OUR AMAZING APP!" and "INTEGRATE WITH FACEBOOK!" and "OUR NEW EXCLUSIVE STREAMING SERVICE!" that everyone and their fucking dog wants to push all the damn time. Sadly, My own purchasing/user habits are not sufficient to prevent the avalanche tide of the market's movements in this direction; The mass-complacency of the public at large concerning these antics from corporations and ISPs is allowing those big players to dictate the play-field, and it is quickly becoming a landscape where an informed user just becomes one that is informed about how they *WILL* be screwed, rather than one where said user can avoid getting screwed, simply from lack of such options.