Actions always count more than mere words. No vendor's actions have been as "loud" as Google's.
Google recently abandoned a video retail scheme. This means their customers have lost access to the videos they "bought".
Does anyone really imagine that their Microsoft or Apple DRMd materials will still be playable in 2015?
DRM'd material is never purchased, it is always leased. The lease holder can terminate support at any time, sooner or later the material will become unavailable.
Eventually the market is going to get this.
Or will it? Macrovision is not digital. Still it's a partial counter-example to consider. Why did it last until the videotape died? It was extremely effective over its commercial lifespan.