> Businesses would prefer to build walled gardens. They want complete control over the experience of consuming the content they produce, particularly when it comes to analytics and user data generated from that content.

Not only that, they want to actively prevent others from benefiting. Amazon shipping notification emails used to list the products included, but now it's just basically a link to the website. Can't let email providers, plugins, or 3rd party software have an easy way to view that data!

Personally, I'm most disappointed in the non-answer that is their "Security": https://blockprotocol.org/spec/embedding-applications#securi...