I see both negatives and positives to this progression. The consistency and familiarity from a user perspective is pretty great… it makes adapting to new apps or “environments” speedier and a much friendlier process. But as you say, it also begins to blur the lines between ownership and, more importantly, who I have a relationship with and what that relationship actually means. The more we see this trend of uniformity rise, the more confusing it will be to users who they’re aligning with. Companies today have a responsibility beyond what they produce. They have a responsibility to the relationship their building with customers as this is–more than any element–the most critical and valuable aspect of the business; and whether consumers are yet aware of it, the most critical thing to their happiness and health.

The harder it becomes to differentiate brands, the harder it will become to deliver true value, not just service.

Thank you for the words and insight, Michael Horton :) Always a joy to read.