Well you are forgetting one very important factor: a company's IP. Tech companies are only as good as their IP. So this is why the situation is more complicated than simply saying "a consumer can do whatever they want with their device". Again, I see your points, but I also see why the wireless companies are circling the wagons on this stuff. Especially since then consumers also want support even after doing "whatever they want". Try buying a car, not changing the oil, and then try to get a new engine under the new car warranty. Doesn't work that way. If you want the OEM's support then you have to follow their rules.