Serving customers best always "wins." Most tech users need common, basic functionality, so delivering them effectively makes sense and profits. That's why so many things are mass produced -- cars, houses, clothes, etc.
The key to keeping things open is having the flexibility available for people who need more of it and fewer restrictions that keep them from doing what they need or want.
Most of us are fine living in homes that are massed produced by builders, for instance. That doesn't mean everyone should be blocked from the option of customization if they choose. There will always be people who need or want more. That includes companies that will keep emerging to sell to those customers. If they're willing, it's up to them to take risks -- including looking for niche opportunities, risking profits and losses, or failing at business.