Baba and the current manufacturing model

Samsung recently came out with – or announced – Baba, an operating system that they will use to 'smarten' their devices and reduce their dependency on the likes of Microsoft and Google.

This made me think for a moment. Is the software/hardware model that Microsoft built and perfect irrevocably broken? Sure Windows 7 has redeemed Microsoft but other parts of the Windows platform has not done well. Windows Mobile/Embedded is being replaced with Androids in areas that Microsoft thought they had the right to win. Even Google has put their own skin in the game, albeit with a well-known hardware partner.

When it comes to mindshare and influence, isn't it better to own the entire ecosystem? What is the benefit of sharing the spotlight with others?