Because it's not necessarily about the initial choice, but barrier of entry to change. See EU's anti-competitive ruling on Google's Android App Store monopoly:

Because it's not necessarily about the initial choice, but barrier of entry to change. See EU's anti-competitive ruling on Google's Android App Store monopoly: https://ec.europa.eu/commission/presscorner/detail/en/IP_18_4581 https://ec.europa.eu/commission/presscorner/detail/en/IP_18_... "Android device users face switching costs when switching to Apple devices, such as losing their apps, data and contacts, and having to learn how to use a new operating system" But the other way around.