I'll second this, actually. For the simple reason that dumb, disconnected systems - like native apps and web services - tend to screw the end user less - because their lack of vertical integration leaves them with no motive. Or, more specifically, that by splitting the function into two different roles, you create two different entities who can keep each other in check.
When you control both ends, no amoral business entity can resist taking advantage.
Right now I'm looking at you, Twitter, lighting up my location icon on my iPhone for no apparent reason.