"but as a free OS" - from customer's viewpoint it's not anymore free than iOS on Apple devices. You pay for a product and it comes with an OS - you are not getting an invoice for both. And therefore - why would a customer treat them differently?
This is a great point and I agree with you in the case of the Edge. Is it confirmed that the shopping/Amazon lens would be enabled by default on the Edge? I think this is a reasonable situation to argue for a disabled default.