Web markets don't imply "freedom"
It implies "money and revenue" instead, and we all know that companies will do anything they have to in order to protect that revenue so they can secure their income.
Quite frankly I think the customers and home-developers will be far worse off should all major companies decide to work together and come up with one single marketplace "to rule them all". Because the moment the competition is out of the way (either by destruction or co-existence) then there's little reason left for the players to try and make sure they remain as appealing as possible.
After all; one way or the other you would then need to utilize 'the Marketplace' if you want to develop for one of the products, so your money will eventually find its way into their "marketplace pact" no matter what!
First its the marketplace, then its trying to lock down certain features by moving them out of the freely available services and into "subscription based services".
Don't forget; in the end companies don't care about freedom and all that stuff,in the end the survival of said company comes before everything else. Which means that they need to secure a steady income.
And as long as there is some competition around its only good for us.
To give an example, ask yourself this: Would a company like Microsoft (which is known for its heavy pricetag on certain software components) ever have considered to make some of their key products available for free (IIS and SQL -Express servers for example) when it wasn't for the competition in the likes of Linux and companies such as MySQL and PostgreSQL which are doing the same ?