This is very valid, I also don't like to install an app for every service. And I don't think there's a "hivemind" on this at all.

But it's reasonable that the merchants offering in the marketplace of that ecosystem start to observe how their opportunity to become the next "evil B of X" are increasingly diminished, in favor of being the fulfilment entity for the "benevolent A".

I neither need an "evil B" nor a "benevolent A", and substituting one for the other is not a solution either...