"by refusing to give consumers what they want." in practice consumers don't really want that, that much. The companies do similar things due to the similar ways consumers react to them. That's the point of this rely chain.

There are lots of things consumers want. They'd love a cell phone that didn't spy on them, they want a smart TV that isn't full of ads, they want an ink jet printer that doesn't refuse to print when there's still ink available. These aren't huge asks but because subjecting customers to them make companies money it's difficult, if not impossible to avoid.