There will always be a switching cost, even just remembering a new URL. Surely companies do things to make the switching cost higher. Like as you said, locking

There will always be a switching cost, even just remembering a new URL. Surely companies do things to make the switching cost higher. Like as you said, locking ebooks to a particular device. But creating a service or feature that is only on your platform just means you're doing something no one else is doing; making you more attractive to consumers (and creating a higher switching cost).