Yes, the key thing is that today you have both Apple and Google (Android and Chrome) selling products where the hardware, the operating system, the local applications and cloud application are melded together (with MS getting closer to this).
As a practical matter, personal control is easiest and perhaps only possible on local machines where you load software you control. Apple and Microsoft have up to now felt somewhat constrained to sort-of maintain the formal situation that the user can run what they want locally and that the system/OS doesn't just make decisions for the user by fiat. But this particular action seems to imply a general "we'll change anything in the system according to our agenda" position, which understandably has many people upset (of course people should use Linux but that's a different step).
As a practical matter, personal control is easiest and perhaps only possible on local machines where you load software you control. Apple and Microsoft have up to now felt somewhat constrained to sort-of maintain the formal situation that the user can run what they want locally and that the system/OS doesn't just make decisions for the user by fiat. But this particular action seems to imply a general "we'll change anything in the system according to our agenda" position, which understandably has many people upset (of course people should use Linux but that's a different step).