It's popularity was not rooted in its closeness. Actually that was an annoying side effect of taking the easy way for the organization, not in the interest of the user.

What made it popular were the nice new features. Regardless of how difficult it was for the organization, that is no concern for the user. Taking this easy way allowed them to be faster than others. Sacrificing usability - also making more expensive by lock in - for users of the future!