In the Post-PC world no one cares about this (except few techies). Mobile devices are critical to how we run and manage our lives, interact with others. A big part of our lives are in there.
People want it to work 100% of the time in the best possible way. Cross platform compatibility is something the app developers will address within individual apps. Look at messaging, WhatsApp has done a phenomenal job here, and is as big as the global SMS traffic.
Any company’s greed or corporate interests can only be fulfilled if the market is willing. The way I see it is that the market is extremely willing to go with quality/ease of use rather than device portability, cross platform support, standards etc.