Apple has locked it down? So what? How is that any different from the last several years where competitors have had NFC and payment support?
When the ISIS Association initially locked down NFC, it only locked down access to the NFC secure element. In other words, third party developers were still able to use NFC for other purposes, than making payment applications with it. In that sense, Apple is far more paranoid and repressive than ISIS itself.
As a user, I personally couldn't care less about the latest power struggle between big players. I just like to be able to read my Clipper card with it. And I just like to pair with my speakers/my headset, or my friends devices, without having to even think about it (or without being forced to buy NFC Bluetooth speakers at twice the price because they an exclusive deal with Apple).