I agree with you and I think a few people do recognize the problem. What we need is a system that allows the app companies like Dropbox and kindles to innovate and make money but without the lock-in.
For example Dropbox. Much of there success is just because of the lock-in. They are expensive and lack features like real encryption but because they built the most user friendly interface and spent lots of money for integration with other parties, the only people that can compete are Microsoft and Google.
It's a hard problem to solve because the market seems to go in the opposite direction - openness just isn't attractive.
I would guess the best way to break out of this situation is to develop a ecosystem where the advantages of openness are accessible by the general public. But that means user friendly, not here are 100 apps that support rsync, another 100 service providers and go figure out which combination is best for you then install, sign-up, configure and pay.