- Their proprietary BaaS benefits them by consolidating all user data on their service and creates a greater incentive for users to upgrade to paying (or higher priced) plans.

- Alternatively, structuring this as a portocol (as we've tried to do with Tent https://tent.io) benefits the entire ecosystem. It's a little like asking how the web would benefit AOL. Protocols can bust monopolies but increase the overall value of an ecosystem. You might go from controlling 50% of n to controlling 10% of 20*n. Open ecosystems can encourage innovation in ways that centralized services can't, often to the benefit of the centralized players.