I don’t see people “forming a cult”.

• Apple does a walled garden that I don’t want but some people are fine with. If you give them a bunch of money and these days entrust them with a bunch of your data, they will give you a pre-set-up environment that works well. That’s fine for a lot of people.

• Valve does a successful electronic storefront that has synergized well with the Linux world. God forbid Microsoft were in their position. They aren’t DRM-free, but you can use GOG if you want that, and the commercial game world was not going to go DRM-free.

• Kagi takes money, provides privacy for a search engine and some perks; they let their customer be a customer rather than the product. I use it myself, am happy with it. That’s a tradeoff that I’d wanted for a while, and would like Google to provide with YouTube.

• GitHub wouldn’t be my own choice for source hosting in the Microsoft era, but so far they seem to be getting along reasonably well. They provide functionality that’s needed, source hosting plus issue tracking, and their system is pretty usable.

• Mozilla does Firefox, which is much more customizable than Chrome. I use it!

• I don’t know what 404 Media does. Some sort of tech reporting, looks like. Okay, fine.

If you don’t want to use any of those, you can probably avoid all of them, other than maybe GitHub if projects you use are hosted there.

I decided in the late '90s, when Apple killed the Mac clone market and took things towards a single-vendor platform, that it wasn’t where I wanted to be, but for some people, it’s fine. Other than 404 Media, which I don’t know about, I don’t have any problem with the others here, and some are companies that I’m fairly happy with.