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Unfortunately both the popularity and nature of Gmail drives companies to build solutions for that.... They're basically "skating to where the puck is" in that regard.
There's sadly not much FastMail can do about this from their end — it's really up to other companies to build solutions. However, it's also worth keeping in mind that FastMail is an open IMAP system, so any third-party web-based solutions that can do its magic over IMAP will work just as easily with FastMail as it does with Gmail.
In other words, FastMail isn't really stopping anybody from building these kinds of solutions.
Unfortunately, even though some of these third-party app developers are only using IMAP to access Gmail, they've tied themselves in much more closely into the Gmail infrastructure for things like authentication. Again, that comes down to what the companies developing these apps are doing, and it's really their choice if they want to target their offerings exclusively to Gmail and not play nice with other IMAP providers.
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