IMO, vzw will never give up their control. Doing so would make them irrelevant...as someone said earlier, just a dumb pipe. They will continue to pressure manufacturers to let them Verizon-ize their phones under the guise of "value-add" so they can keep a foothold in the market. They have to make everyone think that vzw can do it better than anyone else with their valuable services so that manufacturers don't just throw out devices to everyone. It's about market differentiation. I'd do the same thing in their position. I don't like it, but it makes business sense.
It's the network stupid.
I wish Verizon executives understand the only reason they are successful, instead of promoting v-cast or any other stupid service. The only thing they need to differentiate themselves is the network. It sells itself.