Actually people not switching products because they still like one of the major features (being cheap in the insurance case or having personalized results in th

Actually people not switching products because they still like one of the major features (being cheap in the insurance case or having personalized results in the Google case) is perfectly compatible with old school economics and the rational agent model. The reason people complain is simple. They don't actually want to switch to any of the alternatives so they want their current choice to be fixed.