That's why it's called a walled garden. If you're enjoying the garden, you don't notice the walls. Until the day you get tired of it, try to leave, and suddenly you realize just how high the walls have gotten when you weren't paying attention.

That's partially why the Integrity bullshit with chromium is worrying: the average user will not appreciate the issue until it really affects them, and by that point, it will be far too late.