I personally don’t care either way.
A company does what it can to enhance it’s product and it’s abilities (if said product has any) to outsell the competition… period.
Nvidia does this and gameworks and whatever else and AMD raves about being able to utilize DX12 now as well as TressFX Hair and Freesync. Heck BF1, Ashes of the SIngularity, Dues Ex, Mankind Divided and Hitman all have this in them… why have you not complained about that exclusiveness? Is it because you just like to complain about Nvidia, or maybe because it really does not matter when it comes down to it. Think about it… how are you affected? You buy a GPU from said company and it comes with software optimized or designed to work on that piece of hardware… you can’t sell it. Boo hoo.
Microsoft (Xbox) and Sony (Playstation) have been doing this for years, including the aforementioned exclusive games, nothing new there so why would it be a surprise if the big boys went that way?
So in a nut shell… different companies, different products, different ideas and core beliefs (other than how can we get more money than the other guy). Sound about right?
I’m Craig and that’s the way I understand it, feel free to feel different, it is what makes this post even more relevant. 
Diversity drives… well, everything in one way or another.