> Isn't this just like how supermarkets have their "house brands" that compete with name brands? I
1) A supermarket does not bill itself as a neutral discovery platform. It's not comparable to Spotify.
2) A supermarket can't make up fake information about the provenance of its products. The information on the cereal box is regulated to be truthful (well, we hope).
3) Most importantly, this is about discovery. The store has its brand of cereal next to some other non-store brands on the shelf, the customer has the opportunity to discover both. What Spotify is doing is taking the non-store-brand cereals off the shelf and putting them in the stocking room where you only get them if you happen to ask one of the store employees.