Is that really lock in? It's the benefit of selling Coke over other drinks. Free fridge. Cold drinks drive sales and you might go for it. "Lock in" has a built

Is that really lock in? It's the benefit of selling Coke over other drinks. Free fridge. Cold drinks drive sales and you might go for it. "Lock in" has a built in negative connotation. Cancel your service, return the fridge, what's the lock in? You want the fridge, sell the product, or don't. If Coke is the only company that offers a free fridge, and you really need it, I suppose you're locked in.