> Was it discussing enabling market lock-in via a darker/lighter shade?

Yes, this is a framing that works for every strategic decision in business.

Yes, but it deserves to be taken more seriously when you are the SVP of the largest software company in the world.

The C-level of a random software company talking about US-wide market lock-in is unlikely to make it work in practice. Apple has a very real chance of doing it.

> Apple has a very real chance of doing it

No, they are nowhere close to locking down messaging.