People appear to expect companies to take stances and play politics. It's an important observation and should be exploited for business leveraging. This is how

People appear to expect companies to take stances and play politics. It's an important observation and should be exploited for business leveraging. This is how namecheap gained market traction - they took heavy handed anti-godaddy stances during the SOPA debate and it worked hugely in their favor. The other observation is that if your market position has a lot to do with inertia and habit - as in, if many people are using you mostly because they used you the last time, your position is tenuous. And lastly, this may be a good example of aggregate forms of capital cost. The idea is that every exchange involves not only financial capital (money) but social and spiritual (what one thinks of themselves) capital. Your competitors can increase this aggregate cost and you can modify it without consciously being aware.