Microsoft, MacDonald's and Monopolisation

Reading an article (and forum discussion) on Café Babel (a European Community discussion and news site, that I'm really becoming a fan of...). Microsoft has to pay something in the region of €500m in antitrust fines.
I can feel the cheers from people all over Europe, and possibly the world (interestingly, the comments on Babel are much more reasoned and reserved than the kind of cheers I'm thinking of). Microsoft, as the Emperor (in the Star Wars sense) of desktop software gets a rap on the knuckles (although €500m is probably just the one knuckle for Microsoft). Those who feel they've been 'hard done' by Microsoft (for various reasons) will be over the moon that their imperial march has been halted.
But forgotten is the question of choice. And if it's remembered, the real question (of choice) has been buried under years of posturing.
The fact is, Microsoft is just one example of many many companies that have grown to huge proportions. They have done so because people choose to spend their money on their products and/or services. The same principle applies for MacDonald's, Ford, Dell, Phillips, Apple, Kraft Foods, etc. Of course, there are always issues of scale and influence that could be (and most probably are) brought to bear in the growth of these companies: Once they hit a certain size, that size is used to engineer their further growth. This is where the EU has come in and slapped a fine on Microsoft.
The problem is that people don't choose other products and/or services. Obviously some people do. The point is, not everyone does. In fact, it might just be fair to say, in terms of software, most people choose Microsoft. The minority are those who choose other software providers. And in that minority a further battle rages. Apple, which is design chic, and also an easy alternative that shows you've released yourself from the shackles of the great beast is a common choice. But, far more imaginatively, there is the choice of Open Source and smaller software house products. But people fear these options, and, to them, for good reason.
Our economy, and, in the West, our way of life dictates that you never get something for nothing. And furthermore, if you do have to pay for it, then you should get the product complete - no messing about with it. So, Open Source just doesn't make sense to a lot of common-sensical types. It's a fair point. Why would someone (or some group) provide software to the masses without charge? Why would you provide a product that people can go home and tinker with? It feels safer to go the route of paying through the nose. At least there's someone to sue if things go wrong. Apple makes more sense, as it offers the 'complete package'. User friendly to the max, Apple gives you the box and the software. This does two things: it makes computers the 'true consumer electronic' that Apple dreams of. No worrying about 'software' and 'hardware'. Just plug it in, and it works. Laudable enough to some extent. But isn't this Apple telling people that, as consumers, this is what they'll want to be doing with their computers? My feeling is that choosing Apple, simply to 'not choose' Microsoft makes as much sense as choosing Burger King to 'not choose' MacDonald's. It reminds me of my grandparents spending 10 pounds sterling in McDonald's, only to leave because they were told there was no cutlery because no one wanted it.
The problem we face is one of confidence in the other options. The dreaded Open Source, and all its tics and bugs. It's not always free, let's get that out of the way. But it's often cheaper than buying 'out of the box'. And it's customizable, so you can generally do what you want with it. The tics and bugs are more often than not a result of the fact that to date, many of the people who work on Open Source projects are in effect volunteers. So while they have a passion for it, they also have to earn some money.
My wife tells me I fear change. And she may be right. For one thing, I actually want to stick with the separation of software and hardware in computing. I think such a separation will actually open up possibilities that cannot be dreamed of now, because just about every computer that ships is shipped with an Operating System (generally, Microsoft's or Apple's). Give people options, explode the idea that computers and technology should be something 'simple'. Make people think about their options. Then, we may see the end of 'cultural homogeneity' that people fear so much. This is all possible, but it depends on what people fear most: thinking openly and creatively, or everything being the same.
I look forward to the day I get my burger patty in my local joint, the buns from Burger King, pickles from McDonald's and for sauce, use Abrakebabra's taco-cheese fries sauce. It may sound disgusting to you, but it'd suit me right down to the ground.