Who are the people making the complaints?
From what I can see, iOS users are generally happy with the walled garden approach, while it's a small number of influential businesses who are pushing to have the App Store opened up so they can skirt around its rules and keep the 30% cut for themselves.
I think it's quite telling that it's the same few companies being quoted in the news (eg: Epic, Hey, Spotify, Match, Tile), yet no consumers, and for good reason too. iOS users generally do not hate walled ecosystems (that's why we are iPhone users in the first place).
Which is why I have no qualms about calling it out for what it is - a move made by businesses to benefit businesses (and even then, only certain businesses), not consumers. Time to stop pretending it is anything else but.