> no one is insisting there are can only be one or two products per category.

Then maybe people are trying to convince themselves. All that I can really say is that a lot of people pipe up to defend the titans when alternatives are suggested.

> at some point in your life, $120 a year is not that much. It's $10 a month

For some people $10 is nothing. For other people, it is significant. Even for those who can afford $10/month, all of those fees add up when you consider all of the software someone may want to use.