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Major software vendors would never have had a platform to standardize on, so they would have to try and pick a winner and loser. Consumers wouldn't know which platform to buy to run program X, and when that platform goes away, how will they keep mission critical program Y.

You are describing network effects. In a hypothetical world where there are no network effects, there is no benefit to picking the most popular option -- precluding the need to standardize or pick winners. In the case of operating systems, this means you need to assume it is trivial for users and vendors to move between competitors. (For something closer to this ideal, think of JVMs or x86 chips.)



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