It is possible this is the beginning of the end for Window and Linux too. Basically the strategy would be to get all the user to switch to a priority (aka propriety) version of Linux, much like Google has done with Android.
Canonical has been trying that for a long time, what with Ubuntu having a huge semi-proprietary code base not shared with any other distribution (Mir, Unity, own font rendering, Launpad/bzr for development, …).