What they're going for is to choose one provider (UPS, FedEx, Amazon, etc) exclusively for ALL NEEDS and screw the rest of them.
You can see the same thing happening with entertainment. There isn't a universal Netflix/Hulu anymore that has all of your needs. OH NO! You now have to sign up for Paramount+, HBO Max, Discovery+, Disney+, Netflix, Hulu, etc and pay each of them a fee. You know, because they want the money rather than see a "one stop shop" gain a commission on their property.
Companies haven't wanted to share since at least 1999. I can peg it right there because that's when the long-running soap opera Another World was cancelled...because NBC and Proctor & Gamble both screamed "MINE MINE MINE MINE" and ruined it all with their little war over who really owns it (P&G outright owned it then and now btw).
For the record, you REALLY don't have to do anything.
You choose to.
Gotta say, life must be peachy if you have the time to watch that much content.