Let's face it: the tech world has been spoiling for a good, clean fight for years. And now we have one.
Perhaps competition creates innovation but as a user i'm totally frustrated. I've got my google friends, my apple friends, and my one Microsoft friend ;-)
Google services are increasingly "log in with gmail".
Apple services are increasingly "log in with apple".
Browsers/Calendars/Emails/Photosharing/Filesharing, etc all these things are increasingly getting LESS compatible.
Wars have casualties!