> Why does this article have this title?

Uncharitably... because eventually they hope to produce a phone that isn't running iOS or Android?

More charitably because the title is actually an important question right now in the abstract for almost everything, not just operating systems.

But the forces that shape the question are so large and hard to get a handle on when we are living through the moment that you have to start thinking about it somewhere, why not OSes?

Sure, but then think about OSes ... not just "software".