The distinction matters because it changes what the lesson is for the rest of the industry. You don't need a walled garden to compete here. You need to own enough of the stack that you can make aggressive tradeoffs (like shipping 8GB and an A18 Pro) without everything falling apart at the integration boundaries. Microsoft can't do that because they don't make the hardware. Dell and Lenovo can't do that because they don't make the OS. Qualcomm can't do that because they don't control the software ecosystem.
The one company that could theoretically pull this off is Google with ChromeOS on their own Tensor chips, and the fact that they haven't is probably the more interesting question than why Asus is shocked.