Marketing comparisons across brands is a matter of regulation (as opposed to say letting manufacturers post blatantly fraudulent specs like they did for shop vacs for the longest time). Or the market will adapt and it will just be common knowledge that "4Ah" in Ryobi land is more like "3Ah" in Milwaukee land (I've no idea if that's the case, just making up an example).
Overall yes, companies will come up with a myriad of reasons why they need more control in the name of "helping" people, and some reasons may even have some legitimacy. But ultimately they want that control to further their own self interest.