That's easy for companies since they deal with "standard" "Ford model like" people, but that's a killer for evolution especially evolution driven by people/users, not upstream/companies.
If you can tailor software to fit your needs as you like you get a friendly personal environment and you have "a bit of power" on society, you still need upstream work but you are also a bit independent, and the same is for upstream to have help from the community they need to comply with an heterogeneous community with users, not consumers. We are in the end interdependent so forced to cooperate in a relative peace. On the over side we totally depend on upstream being effectively powerless. Oh yeah, you can choose different software, at least for now, but that need to exists, that's no more a community.
A simple example a proprietary software, Master pdf editor, gain a bit of success in GNU/Linux world and decide to insert watermark on modify pdfs by free version. If it's distributed by single distro, single distros can keep old version for long time. Leaving all needed time to their user to switch. If you relay direct on upstream you discover the new "feature" a day perhaps without warning because it's auto-updated for instance, and you may have no time, no choice. This also happen recently with the "tweaked" Android settings by Google and I think many many other cases.
Freedom it's not only "being free of doing something" it's also can do something easily, have a system that let you be as free as you like.