This is why it was so important for Google to win the browser war. If Microsoft had thought to add ad blocking and such back when it controlled 95% of the browser market in 2004, we might be looking at a very different landscape.
And I'm going to keep being annoying and insist that we stop calling them tech giants and refer to them as advertising giants or giant ad platforms or attention brokers. If they were selling technology, this wouldn't actually hurt them. It hurts them because they are selling attention.
I used to be anti-Apple, seeing it as a closed, proprietary system that used that lockout/lockin to justify exorbitant prices. I still see it that way, but now that they are using that extreme control to do this, I've become more of a fan. I even have an iPhone (okay, so it's an iPhone 6s that I got for free, but it's still very cool... trust me).