This is the nature of things. If you play are reliant on someone else's platform there's a good chance eventually they will produce your functionality. Systems grow over time and if you thought it was a good idea and the market liked it eventually the native environment will do the same.
ISVs need to be constantly innovating or face sure death.
ISVs don't exist w/o the foundations and frameworks of the platform. The vast majority of innovation is already in place by the platform.